曼妥思怪诞型广告存在的问题及改进研究

发布时间：2018-09-11 08:40

【摘要】：怪诞是广告美学中的一种形态，是一种运用反常、独特视角表现创意理念和表达产品调性的艺术表现方式。法国哲学家、评论家加谬说“我们生活在一个荒诞的世界。”他的荒诞哲学隐藏着二战时期生存主义的力量，萌芽着人类为更好生存的愿景，虽与现实相悖，但寄托着人们的心愿，并指引着人们如何更好的获得生活。怪诞广告以其荒谬、搞笑、怪异的特质使得品牌成为业界和受众群体讨论的话题，这样的后续影响无疑是品牌传播期待的。但既然是讨论的话题就会存在褒与贬，好与坏，喜与厌，，如何正确把握怪诞精髓，如何在竞争愈加激烈的现代市场环境中个性又精准有效的传播需要多方位的考量。曼妥思怪诞型广告以离谱、诙谐、出人意料的情节和怪诞艺术表现方式打造出新奇、特色、不拘一格的品牌特色，通过广告的传播吸引了大批“曼妥思广告控”，曼妥思已经成为一种年轻人喜爱的另类文化坐标，曼妥思的品牌力和口碑传播力得到了增强，曼妥思成为新潮的代表。作为新媒体环境下的企业，必须认清和把握怪诞广告存在的不足和提升方法，保证品牌的长远发展。曼妥思首先应继续充分利用怪诞广告吸抓眼球的优势，打造各异又有连贯性的广告，增强品牌信息承载力，广告怪异有趣而不脱离产品核心。其次，曼妥思应合理运用受众心理的带动效应，充分考虑不同目标受众心理需要及接受程度，采取文化适应策略，将情节合理意识延伸到受众的生活中，引发受众的口碑传播，充分调动受众的积极性，让品牌与受众之间形成良好的沟通机制。最后，曼妥思要善于开发满足消费者即时思维的创新性传播媒介（如手机、平板电脑、电子书以及其他异型纸媒等），让受众随时随地地可以参与、体验怪诞广告的新奇、有趣。
[Abstract]:Grotesque is a kind of form in advertising aesthetics, and it is a kind of artistic expression which uses abnormal, unique visual angle to express creative idea and express product tonality. French philosopher and critic Garry said, "We live in an absurd world." His absurd philosophy hides the power of existentialism in the period of World War II, and sprout the vision of human being for a better survival, which is contrary to reality, but it is based on the wishes of people and guides people how to get a better life. Grotesque advertising with its absurd, funny, weird characteristics makes brand as a topic of discussion between the industry and the audience, such a follow-up impact is undoubtedly expected by brand communication. However, since it is a topic of discussion, there will be praise and derogation, good and bad, joy and disgust, how to correctly grasp the quintessence of grotesque, and how to spread personality accurately and effectively in the increasingly competitive modern market environment needs many considerations. Mantyos grotesque advertising has created novel, characteristic and unrestrained brand characteristics by its outrageous, witty, unexpected plot and grotesque artistic expression, and has attracted a large number of "Mantas advertising control" through the spread of advertisements. Mentos has become an alternative cultural coordinate that young people like, and his brand and word of mouth have been strengthened, and he has become the representative of the new trend. As an enterprise under the new media environment, it is necessary to recognize and grasp the shortcomings and promotion methods of grotesque advertising and ensure the long-term development of the brand. First of all, Mendolith should continue to make full use of the advantages of grotesque advertising to attract attention, create different and consistent advertisements, enhance the brand information capacity, and the advertising is weird and interesting, but not divorced from the core of the product. Secondly, Mendosi should make rational use of the leading effect of audience psychology, fully consider the psychological needs and acceptance degree of different target audiences, adopt the cultural adaptation strategy, extend the reasonable awareness of the plot to the audience's life, and cause the audience's word of mouth spread. Fully mobilize the enthusiasm of the audience, so that the brand and the audience to form a good communication mechanism. Finally, Mentos should be good at developing innovative media (such as mobile phones, tablets, e-books, and other heterogeneous print media) that satisfy consumers' instant thinking, so that audiences can participate anytime, anywhere, and experience the novelty and fun of grotesque advertising.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

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