英语商品广告中的性诉求例证
发布时间：2018-10-12 09:46
【摘要】： 本世纪最热门的话题之一就是关于性的。尽管人类社会逐渐步入数字纪元，性始终在人类社会占据着重要地位，性感的男性女性始终是广告的焦点所在。在广告界，性诉求依然作为一个重要的卖点存在于广告创意中。本论文主要研究了性诉求在英语国家广告中的运用，同时对中国广告界采用这种诉求方式可行性，必要性以及注意事项进行了分析。 何谓性诉求广告?性诉求广告是以广告受众的感官，本能，感受为出发点来激发他们购买欲望的诉求手段。好的性诉求广告能够吸引人的注意力，刺激观众的欲望，并且引发观众对品牌的积极联想。 早在十九世纪六十年代，广告人已经发现性吸引是一条通往财富之路。近年来，原本局限于某几类产品的性诉求广告范围逐渐扩大。在21世纪，由于电视，广播，杂志等媒体的高度发展，性诉求广告更是无所不在。性诉求广告在取得良好广告效应的同时也受到来自社会方方面面的批评。广告人处于一种矛盾的困境中：究竟是以利益为中心开发性诉求广告还是严格遵循社会道德成为他们在设计性诉求广告过程中亟待解决的问题。而大部分时间，利益战胜了道德，挑战大众接受极限的性诉求广告纷纷出台。广告向我们传递着社会的思维，信仰，渗透到我们生活的各个领域。因此广告作为一门社会学科，它的性感使用度一直被公众所关注。事实上，随着社会性意识的逐步开放，，性广告覆盖了社会的方方面面，所受限制也越来越少。 论文作者对本领域的兴趣来自于一个事实，即今天愈来愈多的广告采用性诉求来帮助销售产品，而在一个多世纪以前，性诉求仍然是广告中的一块禁地。当今社会，人们的购买欲望已经朝着更为直接，强调自我和享受的方向发展。这种趋势也可以看作是一种人性的解放。因此，如何创造出一些既具有艺术美感，又能带了较好市场收益的性行销广告就显得尤为重要。 由于性领域始终面临着来自社会道德方面的制约，我国在使用性诉求广告时一直十分谨慎，在这方面的研究也比较有限。性行销广告一定要考虑到不同民族，社会的历史传统以及性别角色的差异。忽视这一点将会使品牌遭受巨大的损失。论文共分为四个部分。论文先从性诉求广告的发展历史入手，回顾了自二十世纪二十年代来性诉求广告的发展历程。本文分析了男性和女性在性诉求广告中所呈 现的形象，以及这些形象对目标受众的影响。文章对性诉求广告内容进行了分析， 即哪些因素构成了性诉求，这些因素的强弱程度对性诉求广告效应的影响以及 性诉求广告在人物选择，氛围，声音等方面的规则。论文讨论了性诉求广告对企 业品牌方面有三方面的积极影响，分别是吸引观众注意力，引发积极联想，形成 正面品牌形象。论文最后提出性诉求广告要注意不同民族，文化，人群的差异， 从而做出相应的调整来适应这些差异性。 通过上述几个方面的分析，论文作者认为性诉求广告是一种有效的行销方 式。西方的性行销广告已经非常发达，而在国内，该领域的无论是理论研究还是 实践应用还是相对落后的。随着我国社会经济的发展，人们意识形态的进一步开 放，需要更多的广告人来关注这个领域。我们在充分了解到它在行销方面的有效 性的同时，也要认识到它的负面效应。只有这样，性行销这种方式才能更好的为 我国的广告人所用。
[Abstract]:One of the hottest topics in this century is about sex. Although the human society is gradually stepping into the digital democracy, sex always plays an important role in the human society, and the sexy male woman is always the focus of the advertisement. In the advertising industry, sex appeal still serves as an important selling point in the advertising creativity. This paper mainly studies the application of sex appeal in English national advertisement, and analyzes the feasibility, necessity and matters needing attention of Chinese advertising industry in this way. Advertising for sex appeal? Sex demand advertisement is based on the sense, instinct and feeling of the advertisement audience. Purchase desire means. A good sex appeal advertisement can attract people's attention, stimulate the audience's desire, and trigger a view A positive association of brands. Early in the 1960s, The advertiser has discovered that sexual attraction is a path to wealth. In recent years, the original bureau In the 21st century, television, radio, magazines, etc. Media's high development, sex appeal advertisement is omnipresent. Sex demand advertisement is in good advertisement The effect is also subject to criticism from all aspects of society. The problems to be solved in the process of designing sexual appeal are solved. Most of the time, the interests are over the morality. The challenge is to challenge the public acceptance of the limits of sex appeal advertisements in succession. The ads deliver the society to us" Thinking, belief, penetration into all areas of our life, and advertising as a business. "In fact, with the gradual opening of social awareness, sexual advertisements cover The author's interest in this area comes from a fact that today an increasing number of ads use sexual appeal to help Sales products, but before more than a century, sex appeal is still a forbidden place in advertising. Today's society People's desire for purchase has been directed more directly, strongly Development in the direction of self-adjustment and enjoyment. This trend can also be seen as a liberation of human nature. Therefore, how to create something that It is particularly important to have an artistic sense of beauty and a sex marketing advertisement with better market returns. As a moral constraint, our country has been very cautious in the use of sex appeal advertisements. Research is also limited. Sex-marketing ads must take into account History of different nationalities and societies Traditional and gender roles are different. Ignoring this will make the brand a huge loss. The paper is divided into four parts. This paper begins with the development history of sex appeal advertisement, and reviews On the Development of Sex Claims in the 1920s; In this paper, the sex appeal of men and women is analyzed. The image presented in the complaint, as well as these forms As to the target audience, the article discusses the advertising content of sex appeal analysis, That is, what constitutes sexual appeal, the influence of these factors on the advertising effect of sex appeal; The rules of sex appeal advertisement in character selection, atmosphere, sound and so on. Discuss the advertisement of sex appeal to the enterprise There are three positive influences on the brand of the industry, which are attracting the attention of the audience and initiating positive effects. association A positive brand image is formed. Finally, the paper points out that the advertisement for sexual appeal is to be noted. Having different nationalities, cultures, and people. a difference in order to make a corresponding adjustment adapt to these differences. Through the analysis of the above aspects, the author recognizes that Advertising is an effective marketing party for sex appeal. ..Western marketing advertising. It's already very developed, and in
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：H315
本文编号：2265672
[Abstract]:One of the hottest topics in this century is about sex. Although the human society is gradually stepping into the digital democracy, sex always plays an important role in the human society, and the sexy male woman is always the focus of the advertisement. In the advertising industry, sex appeal still serves as an important selling point in the advertising creativity. This paper mainly studies the application of sex appeal in English national advertisement, and analyzes the feasibility, necessity and matters needing attention of Chinese advertising industry in this way. Advertising for sex appeal? Sex demand advertisement is based on the sense, instinct and feeling of the advertisement audience. Purchase desire means. A good sex appeal advertisement can attract people's attention, stimulate the audience's desire, and trigger a view A positive association of brands. Early in the 1960s, The advertiser has discovered that sexual attraction is a path to wealth. In recent years, the original bureau In the 21st century, television, radio, magazines, etc. Media's high development, sex appeal advertisement is omnipresent. Sex demand advertisement is in good advertisement The effect is also subject to criticism from all aspects of society. The problems to be solved in the process of designing sexual appeal are solved. Most of the time, the interests are over the morality. The challenge is to challenge the public acceptance of the limits of sex appeal advertisements in succession. The ads deliver the society to us" Thinking, belief, penetration into all areas of our life, and advertising as a business. "In fact, with the gradual opening of social awareness, sexual advertisements cover The author's interest in this area comes from a fact that today an increasing number of ads use sexual appeal to help Sales products, but before more than a century, sex appeal is still a forbidden place in advertising. Today's society People's desire for purchase has been directed more directly, strongly Development in the direction of self-adjustment and enjoyment. This trend can also be seen as a liberation of human nature. Therefore, how to create something that It is particularly important to have an artistic sense of beauty and a sex marketing advertisement with better market returns. As a moral constraint, our country has been very cautious in the use of sex appeal advertisements. Research is also limited. Sex-marketing ads must take into account History of different nationalities and societies Traditional and gender roles are different. Ignoring this will make the brand a huge loss. The paper is divided into four parts. This paper begins with the development history of sex appeal advertisement, and reviews On the Development of Sex Claims in the 1920s; In this paper, the sex appeal of men and women is analyzed. The image presented in the complaint, as well as these forms As to the target audience, the article discusses the advertising content of sex appeal analysis, That is, what constitutes sexual appeal, the influence of these factors on the advertising effect of sex appeal; The rules of sex appeal advertisement in character selection, atmosphere, sound and so on. Discuss the advertisement of sex appeal to the enterprise There are three positive influences on the brand of the industry, which are attracting the attention of the audience and initiating positive effects. association A positive brand image is formed. Finally, the paper points out that the advertisement for sexual appeal is to be noted. Having different nationalities, cultures, and people. a difference in order to make a corresponding adjustment adapt to these differences. Through the analysis of the above aspects, the author recognizes that Advertising is an effective marketing party for sex appeal. ..Western marketing advertising. It's already very developed, and in
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：H315
【引证文献】
相关硕士学位论文 前2条
1 孙君炜;现代西方商业广告中的人性精神[D];华东师范大学;2011年
2 李杰;中国广告中的性元素解读[D];云南大学;2011年
本文编号：2265672
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