中国动漫明星广告潜力研究
发布时间：2019-05-23 15:10
【摘要】：动漫明星是通过动画、漫画为主的艺术手法塑造的、具有较高曝光度和知名度的虚拟形象。21世纪以来,中国动漫产业和广告产业都进入了高速发展时期,受众群体趋于成熟,传播媒介空前繁荣；在此背景之下,将动漫明星形象与广告相结合的广告新形式——动漫明星广告日益受到关注。然而,目前国内外对动漫明星广告的研究尚处于起步阶段,理论研究较为缺乏,实证研究几乎空白。鉴于此,本文立足中国市场,结合实证研究与理论研究,分别从受众、媒介、相关案例及理论基础等方面,对中国动漫明星广告的潜力进行系统分析和总结。 在实证研究中,本文分为受众和媒介两个部分,运用统计图表展示问卷调查结果,并逐一进行分析探讨。结果表明：(1)动漫明星广告在中国具有广泛的受众群,且不同年龄的受众对动漫明星广告的角色类型偏好、消费能力和欲望、兴趣程度、功能评价及产品类型选择存在较大差别；(2)从总体看,现阶段动漫明星广告的传播媒介主要为影视和网络,与受众的媒介选择倾向基本相符；从部分看,不同年龄受众对媒介的选择倾向、功能评价区别较明显。 在理论研究中,本文基于大众传播学理论,分别从符号和受众消费心理模式两个角度出发,结合案例与实证研究结果,分析论证动漫明星广告的优势所在。研究结果表明动漫明星广告：(1)具有更强的感官符号冲击性与可塑性,且实现了符号功能的深化；(2)在唤起受众注意、兴趣、欲望,以至于形成记忆、促成购买的心理变化过程中,易于影响受众消费心理,使之与广告传递的信息趋向一致。
[Abstract]:Animation stars are shaped through animation, cartoon-based artistic techniques, with a high exposure and popularity of the virtual image. Since the 21st century, China's animation industry and advertising industry have entered a period of rapid development, audience groups tend to mature. Unprecedented prosperity of the media; In this context, anime star advertising, a new form of advertising that combines animation star image with advertising, has been paid more and more attention. However, at present, the research on animation star advertising at home and abroad is still in its infancy, the theoretical research is relatively scarce, and the empirical research is almost blank. In view of this, based on the Chinese market, combined with empirical research and theoretical research, this paper systematically analyzes and summarizes the potential of Chinese animation star advertising from the aspects of audience, media, related cases and theoretical basis. In the empirical study, this paper is divided into two parts: audience and media, using statistical charts to show the results of the questionnaire, and one by one analysis and discussion. The results show that: (1) Animation star advertising has a wide range of audience in China, and the audience of different ages has the role type preference, consumption ability, desire and interest degree of animation star advertisement. There are great differences in function evaluation and product type selection. (2) from the overall point of view, the media of animation star advertising are mainly film and television and the network, which is basically consistent with the media choice tendency of the audience; from part of the point of view, the media choice tendency of different age audiences and the difference of function evaluation are obvious. In the theoretical research, based on the theory of mass communication, this paper analyzes and demonstrates the advantages of animation star advertising from the two angles of symbol and audience consumption psychological model, combined with the results of case and empirical research. The results show that animation star advertising: (1) it has stronger sensory symbol impact and plasticity, and realizes the deepening of symbol function; (2) in the process of arousing the audience's attention, interest, desire, so as to form memory and promote the psychological change of purchase, it is easy to affect the consumer psychology of the audience and make it consistent with the information transmitted by advertising.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;G206
本文编号：2484007
[Abstract]:Animation stars are shaped through animation, cartoon-based artistic techniques, with a high exposure and popularity of the virtual image. Since the 21st century, China's animation industry and advertising industry have entered a period of rapid development, audience groups tend to mature. Unprecedented prosperity of the media; In this context, anime star advertising, a new form of advertising that combines animation star image with advertising, has been paid more and more attention. However, at present, the research on animation star advertising at home and abroad is still in its infancy, the theoretical research is relatively scarce, and the empirical research is almost blank. In view of this, based on the Chinese market, combined with empirical research and theoretical research, this paper systematically analyzes and summarizes the potential of Chinese animation star advertising from the aspects of audience, media, related cases and theoretical basis. In the empirical study, this paper is divided into two parts: audience and media, using statistical charts to show the results of the questionnaire, and one by one analysis and discussion. The results show that: (1) Animation star advertising has a wide range of audience in China, and the audience of different ages has the role type preference, consumption ability, desire and interest degree of animation star advertisement. There are great differences in function evaluation and product type selection. (2) from the overall point of view, the media of animation star advertising are mainly film and television and the network, which is basically consistent with the media choice tendency of the audience; from part of the point of view, the media choice tendency of different age audiences and the difference of function evaluation are obvious. In the theoretical research, based on the theory of mass communication, this paper analyzes and demonstrates the advantages of animation star advertising from the two angles of symbol and audience consumption psychological model, combined with the results of case and empirical research. The results show that animation star advertising: (1) it has stronger sensory symbol impact and plasticity, and realizes the deepening of symbol function; (2) in the process of arousing the audience's attention, interest, desire, so as to form memory and promote the psychological change of purchase, it is easy to affect the consumer psychology of the audience and make it consistent with the information transmitted by advertising.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8;G206
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，本文编号：2484007
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