明星广告影响力指数研究

发布时间：2018-05-16 00:00

  本文选题：明星代言人 + 明星代言人电视广告影响指数　； 参考：《四川大学》2006年硕士论文

【摘要】：这是一项关于明星代言人电视广告传播效果的研究。研究基于符号学的研究视角，运用抽样调查的实证研究方法，对明星代言人电视广告的传播效果展开了一次方法性探索。 本文首先借用符号学的结构思想对明星代言人电视广告进行闭合文本的结构化构建，把明星代言人电视广告的信息传播要素分为五个符号系统，即广告信息传播环境符号系统、广告代言人角色表现符号系统、广告信息传播关联符号系统、广告代言人自身特质符号系统、广告代言人换用符号系统。其次，把这些符号系统细化成若干个可以量化评估的指标，做出明星代言人电视广告传播系统指标树，建立指标体系。然后把这些细化出的、可测量的测评指标转换成通俗易懂的问题，制成逻辑关联性强的调查问卷，测试公众对这些指标的接受度和关注度。再选择全国七个一级和二级城市进行大规模的大样本抽样调查，调查方式采取入户访问的形式，最后收回有效问卷共2253份。本研究的资料数据录入采用了专业数据库录入软件EPIDATA，用SPSS11.5进行问卷数据范围段查错和逻辑查错，并对数据进行加权处理(权重计算方式按照各城市人口比例进行)。使用SPSS11.5高级分析软件对录入数据进行统计分析，本次分析采用频数分析、交叉分析、相关分析、多元对应分析和因子聚类分析等分析方法，显著性检验P值取≤0.05。在对数据进行基本分析整理之后，为使得研究成果更具系统性和整合性，，笔者基于对研究主题的深入理解，设计出计算明星代言人电视广告影响力指数的公式，对数据进行二次整合，得出指标体系内各级指标的影
[Abstract]:This is a study on the effect of TV advertising on celebrity spokesmen. Based on the research perspective of semiotics and the empirical research method of sample survey, this paper makes a methodological exploration on the communication effect of TV advertising for celebrity spokesmen. In this paper, we first use the structural thought of semiotics to construct the closed text of TV advertisement for celebrity spokesman, and divide the elements of information communication of TV advertisement into five symbol systems, namely, the symbol system of advertising information communication environment. The symbol system of advertising spokesman's role expression, the system of advertising information communication, the system of advertisement spokesman's own characteristic symbol, and the system of advertisement spokesman's changing symbol. Secondly, these symbol systems are refined into a number of indicators that can be quantitatively evaluated, and the index tree of TV advertising communication system for star spokesmen is made, and the index system is established. Then, the detailed and measurable evaluation indexes are converted into easy to understand questions, and a questionnaire with strong logical relevance is made to test the acceptance and attention of the public to these indicators. A large sample survey was conducted in seven primary and secondary cities in China. The survey was conducted in the form of household visits, and 2253 valid questionnaires were collected. The data input of this study adopts the professional database input software EPIDATA. the SPSS11.5 is used to check the errors and logic errors in the data range of the questionnaire, and the data is weighted (the weight calculation method is carried out according to the proportion of the urban population). The input data were analyzed by SPSS11.5 advanced analysis software. Frequency analysis, cross analysis, correlation analysis, multivariate correspondence analysis and factor clustering analysis were used in this analysis. The significance test P value was 鈮

本文编号：1894513