广告创意与青少年接受心理的相关研究

发布时间：2018-02-03 00:23

本文关键词： 青少年逆反心理定位化广告创意广告态度接受心理　出处：《河北师范大学》2010年硕士论文　论文类型：学位论文

【摘要】：广告心理学是心理学的重要分支,心理学基础理论的发展和运用,指导和推动了广告心理学的发展。创意作为广告的核心,在心理学理论的指导下科学、迅猛地发展,已经初步形成了众多的创意策略和方法,以指导广告实践,使受众形成认知和引导,最终付诸行动。但是当今青少年群体已经进入到新的时期,逆反心理由青春期的一些行为表现逐渐形成为逆反心理定位化。“90后”就是这个群体代称,好玩、个性成为主流,这对于广告心理学来说,就形成了传统创意与逆反创意之间的矛盾,站在青少年受众的角度,广告创意也必须随之改变才行,尤其是在指导思想方面。本研究探讨了青少年逆反创意的接受程度、喜爱程度、信任程度等,并且还有逆反创意和传统创意的吸引程度及性别差异。研究主要分为三个部分: 第一部分是访谈。在石家庄进行,以青少年为对象,访谈地点应选择这类人群比较集中的地方,同时考虑到,访谈对象应当具有多元层次,生活环境、教育程度、背景资历、状态多样,因此在地点选择比较分散,以若干中学为访谈地点,分别是:石家庄二中、石家庄六中、精英中学、师大附中以及邯郸四中、邯郸二十八中、邯郸滏春中学,每个访谈了10人,共计70人,经过整理和细致阅读访谈记录,基本可以了解到,现在青少年承认逆反心理的大量存在,并且影响了自身的行为,看成是个性的体现,对广告普遍不抱好感,有厌恶情绪,认为逆反心理能够劝服但不容易。第二部分是问卷调查。调查问卷采用的形式为自编问卷,其中包括了问卷1和问卷2,在调查问卷中使用了图形创意表现和文字创意表现两种问卷,并且也能较明确地考察出青年被试在两方面中不同变量上态度的不同。问卷1调查在石家庄进行,随机选取了河北传媒学院在校大学生,北国商城和开发区城乡结合部的人群,共发放问卷268份,材料使用图片创意,“冲突”包括被试主动接受和被动接受两个水平。针对被试生活中最常接近的情境,设置了四个层面的材料,即情感层面、自我层面、社会层面和人文层面。被试对逆向图形创意和传统图形创意的态度存在显著差异,且当被试站在自己的角度上评价,处于主动时,即“接受程度和喜爱程度”上,逆向图形创意的接受程度高于传统图形创意的接受程度;当被试处于被动时,即“信任程度、烦感程度和焦虑程度”上,传统图形创意要高于逆向图形创意。这与现状相一致,90后们对各类新异奇的事物抱有极大的热忱,并且积极参与到其中,推动更多新兴事物的产生和发展。问卷2调查在石家庄进行,随机选取了河北传媒学院在校大学生,北国商城和开发区城乡结合部的人群,共发放问卷293份,收回有效问卷273份,使用文字创意,查看被试反应情况。“冲突”包括被试主动接受和被动接受两个水平。针对被试生活中最常接近的情境,设置了四个层面的材料,即情感层面、自我层面、社会层面和人文层面,问卷结果显示与材料1保持一致。第三部分实验研究。通过比较被试看到两种不同类的图文刺激(传统创意和逆反创意)做出选择的时间差,考察被试在接受程度和喜爱程度上是否存在显著的差异。整个实验包含四种情境,情境采用2(被试性别:男性-女性)%s2(创意:逆向-传统)的设计。每个情境需要回答一个问题:“您是否接受右边图形?”,与之相对应的选项是“接受”和“不接受”,采用反应时作为因变量指标。通过此次测验,可以看出对于逆反创意方面,被试的支持率还是比较高的,尤其是刺激的强度大时,其情绪挑动的就强。通过以上研究,得出如下结论: ⑴青少年对逆反创意的接受程度显著高于传统创意的接受程度;并且对叛逆创意的喜爱程度也显著高于传统的喜爱程度。 ⑵女生在情感及自我方面的逆反创意表现出了较高水平;男生在人文及社会方面表现出了较高水平。 ⑶逆反心理在青少年中占据主要位置,但不是绝对,传统力量依然强大。 ⑷创意表现手段中,图片创意对于男生的吸引力较大。文字创意对于女生的吸引力较大。
[Abstract]:Advertising psychology is an important branch of psychology, psychological development and application of basic theory, guiding and promoting the development of advertising psychology. As the core of creative advertising, science in psychology under the guidance of the theory of rapid development, has formed a creative strategy and many methods, in order to guide the practice of advertising, the audience cognition and form guide the final action. But today's youth group has entered a new period, a number of antagonistic psychological behavior by the adolescent gradually become rebellious positioning. "After 90" is this group name, fun, personality has become the mainstream, it is for advertising psychology, has formed the contradiction between the traditional creative and antagonistic ideas the young audience standing in the angle of creative advertising also must change it, especially in the guiding ideology. This study explores the teenagers inverse The acceptance of anti creativity, the degree of affection, the degree of trust, and the degree of attraction and gender differences of creative and traditional ideas.
The research is divided into three parts:
The first part of the interview. In Shijiazhuang, aimed at teenagers, interview locations should be selected in this population is concentrated, while taking into account, the interview object should have multiple levels, living environment, education background, qualifications, status of diversity, so the choice is scattered in some middle school for the interview place. They are: Shijiazhuang 2, six in Shijiazhuang, the elite schools, the school and the Handan fourth, Handan twenty-eight, Handan Fu Chun school, each interviewed 10 people, a total of 70 people, after finishing reading and detailed interviews, can be learned, now teenagers admit the existence of a large number of reverse psychology, and its influence act as the embodiment of the personality of advertising, generally do not hold good, there is a dislike that rebellious but not easy to persuade.
The second part is the questionnaire. The questionnaire used in the form of a questionnaire, including a questionnaire 1 and questionnaire 2, the questionnaire used in graphics performance and creative writing creative expression of two questionnaires, and also can more clearly examine the young participants of different variables in two attitudes of different aspects of the questionnaire. The 1 survey conducted in Shijiazhuang, randomly selected college students in Hebei Institute of media, Northland mall and development fringe populations, a total of 268 questionnaires, materialsusepicturescreative, "conflict" including the subjects received active and passive acceptance of two levels. The subjects most often living close to the situation. Set up four levels of material, that emotional level, self level, social level and human level. Significant differences were found on the reverse of traditional graphic graphics creative ideas and attitudes, and when the subjects were standing in their own Perspective on the evaluation of the initiative, namely "the degree of acceptance and love", acceptance acceptance of reverse creative graphics than traditional creative graphics; when tested in a passive, namely "the trust degree, anxiety degree and anxiety level", the traditional graphic graphics creative creativity than reverse it. In accordance with the status quo, 90 of the novel are all kinds of strange things with great enthusiasm, and actively participate in them, to promote the emergence and development of more new things. 2 questionnaire in Shijiazhuang, were randomly selected from the Hebei Institute of media in University and the North mall and development fringe populations, a total of 293 questionnaires a, 273 valid questionnaires, use creative writing to view the test reaction. The "conflict" in which subjects received active and passive acceptance of the two levels. The subjects most often living close to the situation, There are four layers of material, that is, emotional, self, social and humanistic. The results of the questionnaire show that the material is consistent with the material 1.
The third part of the experimental study. Two different types of graphics that stimulus was tested by comparing (traditional creative and antagonistic ideas) to choose the time difference, examine whether there are significant differences in the degree of acceptance and love. The experiment consists of four scenarios, scenario uses 2 (subjectgender: male%s2 (female): Creative reverse design - traditional). Each situation needs to answer the question: "do you accept the right graphics?", and the corresponding option is "acceptable" and "unacceptable", the reaction time as the dependent variables. Through this test, we can see that the antagonistic creativity the subjects, the support rate is still relatively high, especially when the stimulus intensity, the emotional stir of the strong.
Through the above research, the following conclusions are drawn.
Acceptance: acceptance of teenagers antagonistic creativity was significantly higher than that of the traditional creative; and creative love for treason is significantly higher than that of the traditional favorite level.
The girls antagonistic feelings and self respect to show a high level of creativity; boys in the humanities and social showed a higher level.
The reverse psychology occupies the main position in adolescents, but not absolute, the traditional power is still strong.
The means of creative expression, the picture more attractive ideas for the boys. Creative writing more attractive for girls.

【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8;B849

【引证文献】