央视道德公益广告的大学生感知价值评价研究

发布时间：2018-04-09 14:29

本文选题：央视道德公益广告　切入点：感知价值　出处：《江南大学》2013年硕士论文

【摘要】：公益广告在传播价值理念、改善公众行为、影响精神文明等方面的作用日益明显。当代大学生群体是中国未来先进思想、文化、精神的创造群体，公益广告在大学生中的传播效果会影响其价值理念和行为取向。本文选取央视道德公益广告的大学生受众群体，从大学生受众感知价值的角度，对央视道德公益广告进行深入的研究. 理论导向：首先梳理有关感知价值、央视道德公益广告、大学生受众道德心理等方面的理论；其次对目前感知价值评价模型、评价维度进行深入的研究分析，，总结出大学生受众感知价值评价模型；采集本次研究的央视道德公益广告样本，通过受众参与的方法共收集广告样本102条，经过2次筛选以及卡片分类和K均值聚类，确定5个广告样本，针对样本进行大学生受众感知价值评价实验；采用定性与定量相结合的方法，分析央视道德公益广告和大学生感知价值需求；最后通过实证研究，得出央视道德公益广告的设计策略。研究结论：其一是提取央视道德公益广告大学生感知价值评价的7个主要因素，对7个主因素进行命名，分别是：1）社会因子，2）功能因子，3）情感因子，4）风格因子，5）目的因子，6）广告表现因子，7）即时因子；其二是将这7个公因子与大学生受众感知评价模型要素进行关联匹配，确定了大学生受众对央视道德公益广告感知价值心理评价的六个要素：○1社会价值、○2功能价值、○3情感价值、○4认知价值、○5情景价值、○6审美价值；其三是央视道德公益广告的设计策略，通过两个样本广告优劣势对比分析，提出具体设计提升和改进的策略，总结央视道德公益广告通用设计点，从六个评价要素方面来展开。
[Abstract]:Public service advertisement plays an increasingly important role in spreading value concept, improving public behavior and influencing spiritual civilization.The group of contemporary college students is the creative group of advanced thought, culture and spirit in the future of China. The spreading effect of public service advertisement in college students will influence its value idea and behavior orientation.This paper selects the college students' audience group of CCTV moral public service advertisement, from the angle of the university student's audience perception value, carries on the thorough research to the CCTV moral public service advertisement.Theoretical orientation: firstly, it combs the theories about perceived value, CCTV moral public service advertisement, moral psychology of college students and so on; secondly, it makes an in-depth research and analysis on the current evaluation model of perceived value, evaluation dimension, and so on.Summarize the evaluation model of audience perceived value of college students; collect the sample of CCTV moral public service advertisement in this study, collect 102 samples of advertising through the method of audience participation, after twice screening and card classification and K-means clustering,To determine five advertising samples, for the sample audience perceived value evaluation experiment; using qualitative and quantitative methods, analysis of CCTV moral public service advertising and college students perceived value needs; finally, through empirical research,Come to CCTV moral public service advertising design strategy.The first is to extract the seven main factors of the evaluation of the perceived value of the college students in CCTV moral public service advertisement, and name the seven main factors.They are respectively: 1) Social factors, 2) function factors, 3) affective factors, 4) style factors, 5) objective factors, 6) advertising performance factors, 7) immediate factors; secondly, matching these seven public factors with the elements of the audience perception and evaluation model of college students.It determines the six elements of college students' psychological evaluation of the perceived value of moral public service advertisement of CCTV: social value / function value / cognitive value / cognitive value and situational value / aesthetic value;The third is the design strategy of CCTV moral public service advertising, through the comparative analysis of the advantages and disadvantages of the two sample advertisements, put forward the specific design promotion and improvement strategy, summed up the general design points of CCTV moral public service advertising, from six evaluation elements to carry out.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G645.5;J524.3

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