儿童产品广告的心理分析及创意表现研究
发布时间：2018-08-17 17:54
【摘要】： 现代社会，儿童是不可忽视的一大社会消费群体，儿童产品总是拥有着巨大的市场潜力，但竞争激烈。在这种激烈的市场竞争情况下，儿童产品广告对儿童产品推销和宣传的作用也就显得十分重要。 儿童又是一个特殊的消费人群，他们自身没有消费能力，要靠家长来帮助其实现消费行为，尤其是婴幼儿，他们的消费权几乎完全取决于父母。但是儿童随着年龄的增长，他们对自己使用产品的购买决定权却日益增大，甚至反过来影响父母的消费行为。 本文就针对儿童这种特殊的消费人群的群体特点，从儿童及家长对儿童产品广告的认知心理调查分析着手(以儿童自身对儿童产品广告的认知心理为主)，，从儿童产品广告的创意表现原则、手法和元素几大方面研究了儿童产品广告的创意表现策略，并总结出关于儿童产品广告的一些有效艺术表现技巧。
[Abstract]:In modern society, children are a big social consumption group. Children's products always have great market potential, but the competition is fierce. In this fierce market competition, children's product advertising plays an important role in the promotion of children's products. Children are also a special consumer, they do not have the ability to spend, rely on their parents to help them to achieve consumer behavior, especially infants, their consumption power is almost entirely dependent on their parents. But as children age, their decision to buy their own products increases, which in turn affects their parents' spending behavior. This paper aims at the group characteristics of children, a special group of consumers. Based on the investigation and analysis of children's and parents' cognition psychology of children's product advertisement (mainly on children's own cognitive psychology of children's product advertisement), and from the creative expression principle of children's product advertisement, This paper studies the creative performance strategy of children's product advertisement in several aspects, and summarizes some effective artistic expression techniques about children's product advertisement.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3
本文编号：2188427
[Abstract]:In modern society, children are a big social consumption group. Children's products always have great market potential, but the competition is fierce. In this fierce market competition, children's product advertising plays an important role in the promotion of children's products. Children are also a special consumer, they do not have the ability to spend, rely on their parents to help them to achieve consumer behavior, especially infants, their consumption power is almost entirely dependent on their parents. But as children age, their decision to buy their own products increases, which in turn affects their parents' spending behavior. This paper aims at the group characteristics of children, a special group of consumers. Based on the investigation and analysis of children's and parents' cognition psychology of children's product advertisement (mainly on children's own cognitive psychology of children's product advertisement), and from the creative expression principle of children's product advertisement, This paper studies the creative performance strategy of children's product advertisement in several aspects, and summarizes some effective artistic expression techniques about children's product advertisement.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：J524.3
【引证文献】
相关期刊论文 前3条
1 卢珩;;论儿童食品广告中的年龄阶段心理特征[J];广西教育学院学报;2012年03期
2 陈丽;;儿童产品广告的创意思路论析[J];东南传播;2012年09期
3 邢丽梅;;儿童消费品的电视广告诉求策略[J];新闻爱好者;2011年02期
相关硕士学位论文 前3条
1 秦亚男;儿童卫浴在成人卫浴中的整合设计研究[D];江南大学;2008年
2 张凤燕;工艺相框的设计成型研究[D];山东轻工业学院;2012年
3 李伶;幼儿浴盆趣味性设计研究[D];齐齐哈尔大学;2012年
本文编号：2188427
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