危机风险中广告传播的人文拯救

发布时间：2018-06-28 01:47

本文选题：危机风险 + 广告传播　；参考：《湖北工业大学》2009年硕士论文

【摘要】： 中国正在进入风险社会,各种危机正以蝴蝶效应和骨牌现象的方式表现出其强大的生命力。如何应对危机,一时成为社会热点。近年来危机处理的诸多案例表明,危机拯救中人文关怀的缺乏,是其失败的一个重要因素;而关于危机风险的相关研究,则往往把广告传播抛在一边。危机拯救中人文关怀的缺失意味着什么?广告在其中能起到什么样的积极作用? 有鉴于此,而本文决定跳出传统研究的窠臼,将“危机风险拯救”的论题,放在“艺术和人文”的学科视野之内,借助整合营销传播理论和社会营销观念作为主要的理论资源,取“整合传播、立足社会”和“公关向左、广告向右”的研究思路,采用定性分析和案例归纳等研究方法,对以上问题做初步探究。文章首先探讨了风险社会渐趋形成的背景下当代社会危机的常态化表现及其应对难题。不管是外部因素还是人为原因,都可能诱发危机,这给危机拯救带来了新的挑战。危机公关在人文关怀上先天不足、后天沉沦的缺陷使得它常常难以奏效,而广告传播的现状又极其尴尬。作者以此分析了为什么要对危机风险话题进行研究。笔者认为,我们既要认识到广告的消极因素,更要看到广告在人文关怀和审美熏陶方面的强大功能,这是其他危机应对策略所不具有的。通过广告传播对危机进行人文拯救,需要充分挖掘广告传播中以人为本、价值传承、意见领袖、情感共鸣和美学体验的特点,来拯救危机中公众及消费者脆弱的心灵和质疑的态度,以换来对企业的信任、对消费的信心抑或对各种行为的反省和规范。基于以上分析,笔者建议,在危机预警阶段、危机爆发阶段以及危机的善后处理阶段分别采用适时适当的广告策略;针对危机的不同主体,也应采取相应的广告策略。通过对绿色广告的提倡来抵制恶俗广告,使广告环境更为合理,使广告生态更为和谐。同时强调,广告传播也需要和公关整合协同。本文的研究对实战和理论均有一定的意义。在现实上,帮助危机中的主体全面地认识危机并游刃有余地应对。在理论上,以多个学科的理论为视角,全面宏观地把握危机,并实行了广告学学科在危机风险理论方面的探讨。
[Abstract]:China is entering a risk society, and various crises are showing its strong vitality in the form of butterfly effect and dominating phenomenon. How to deal with the crisis has become a social hot spot for a while. In recent years, many cases of crisis management show that the lack of humanistic care in crisis rescue is an important factor in its failure, and the related research on crisis risk often leaves advertising behind. What does the lack of humanistic care mean in crisis rescue? What kind of positive effect can advertisement play in it? In view of this, this paper decided to jump out of the traditional research pattern, put the topic of "crisis risk rescue" in the field of "Art and Humanities", with the help of integrated marketing communication theory and social marketing concept as the main theoretical resources. Taking the ideas of "integrated communication, based on the society" and "public relations to the left, advertising to the right", qualitative analysis and case study methods are adopted to make a preliminary exploration of the above problems. This paper first discusses the normalization of the contemporary social crisis in the background of the gradual formation of the risk society and how to deal with the problems. Both external and human causes can lead to crises, which poses new challenges to crisis rescue. The crisis public relations in the humanities concern innate insufficiency, the day after tomorrow sink the flaw to make it often difficult to work, and the advertisement dissemination present situation is extremely awkward. Based on this, the author analyzes why the topic of crisis risk should be studied. The author believes that we should not only recognize the negative factors of advertising, but also see the strong function of advertising in humanistic care and aesthetic edification, which is not available in other crisis coping strategies. In order to save the crisis through advertising communication, we need to fully explore the characteristics of people-oriented, value inheritance, opinion leaders, emotional resonance and aesthetic experience in advertising communication. To save the fragile hearts and attitudes of the public and consumers in the crisis, in exchange for trust in enterprises, confidence in consumption, or the reflection and regulation of various behaviors. Based on the above analysis, the author suggests that the appropriate advertising strategies should be adopted in the crisis early warning stage, the crisis outbreak stage and the crisis post-treatment stage, and the corresponding advertising strategies should be adopted for the different subjects of the crisis. Through the promotion of green advertising to resist vulgar advertising, the advertising environment is more reasonable and advertising ecology is more harmonious. At the same time, advertising communication also needs to coordinate with PR integration. The research of this paper has certain significance to both actual combat and theory. In reality, help the subject of the crisis to fully understand the crisis and deal with it. In theory, from the perspective of the theory of many disciplines, we grasp the crisis in a comprehensive and macro way, and carry out the discussion of the theory of crisis risk in the subject of advertising.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：C912;G206

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