我国明星广告的多维审视
发布时间：2019-02-12 16:41
【摘要】： 整合营销传播时代日益同质化的企业和产品呼唤更有效的广告形式,大众文化背景下日益娱乐化的传媒和受众共同掀起造星、追星的热潮,因此明星与广告的结合成为消除消费者广告心理壁垒的有利方式之一。但不少企业盲目跟风、模仿,明星广告的经济风险日益凸现。与此同时,虚假宣传、不良导向等道德失范问题的出现使明星广告成为一个不容忽视的社会问题。 随着我国明星广告问题逐渐成为社会热点,更由于其潜在的经济风险和伦理危机,学术界对明星广告也开始关注。但目前的研究并未对其进行系统地梳理,视角比较单一;同时这些研究着重于实践应用层面,理论深度仍显不够,亟待全面、系统的研究。 鉴于此课题紧迫的现实意义和重要的理论意义,本论文将从心理学、传播学和伦理学三个角度对我国的明星广告进行全面、系统的剖析,最终希望能将以上研究成果运用于明星广告的设计、创意、发布、监管等实际工作中。 研究结果表明,大众文化背景下大量“消费偶像”的出现,以及明星崇拜心理的形成是明星广告成功的心理基础。但受到明星、产品和广告三者关系的影响,并非所有的明星广告都能达到预期的传播效果。在整合营销传播的市场环境中,明星广告必须服从于企业的品牌战略和营销目标,与其他营销推广要素科学整合,并不断创新自身形式,才能引起消费者注意,并最终促使其发生购买行为。由于兼具明星的公众性和广告的社会性,明星广告在引导消费的同时,还应对社会价值体系的构建,和大众生活方式的导向承担起一定的伦理责任。针对目前明星广告出现的虚假、内容、性别、收入等方面伦理失范的问题,只有采取经济、法律等他律手段和道德自律相结合的方式才能标本兼治。
[Abstract]:The increasingly homogeneous enterprises and products in the era of integrated marketing communication call for more effective advertising forms, and the increasingly entertainable media and audiences in the context of popular culture jointly set off an upsurge of star-making and star-chasing. Therefore, the combination of star and advertising has become one of the favorable ways to eliminate the psychological barrier of consumer advertising. But many enterprises blindly follow the trend, imitation, star advertising increasingly prominent economic risks. At the same time, the appearance of false propaganda, bad guidance and other moral problems make star advertisement a social problem that can not be ignored. With the problem of star advertisement in our country gradually becoming a social hot spot, because of its potential economic risk and ethical crisis, the academic circles also begin to pay attention to star advertisement. However, the current research has not been systematically combed, the perspective is relatively simple; at the same time, these studies focus on the practical application level, theoretical depth is still not enough, need to be comprehensive, systematic research. In view of the urgent practical significance and important theoretical significance of this subject, this paper will analyze the star advertisement in our country comprehensively and systematically from the three angles of psychology, communication and ethics. Finally, I hope to apply the above research results to the design, creativity, release, supervision and other practical work of star advertising. The results show that the emergence of a large number of "consumer idols" and the formation of star worship psychology are the psychological basis for the success of star advertising. However, influenced by the relationship among star, product and advertisement, not all star advertisements can achieve the desired communication effect. In the market environment of integrated marketing communication, star advertisement must serve the enterprise's brand strategy and marketing target, integrate with other marketing promotion elements scientifically, and constantly innovate its own form, in order to attract consumers' attention. And ultimately promote its purchase behavior. Because of the public nature of the star and the sociality of the advertisement, the star advertisement should take a certain ethical responsibility for the construction of the social value system and the guidance of the mass life style while guiding the consumption. In view of the false, content, gender, income and other ethical problems in star advertisements, only by combining other means such as economy, law and moral self-discipline can we deal with both symptoms and symptoms.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G206;F713.8
本文编号：2420597
[Abstract]:The increasingly homogeneous enterprises and products in the era of integrated marketing communication call for more effective advertising forms, and the increasingly entertainable media and audiences in the context of popular culture jointly set off an upsurge of star-making and star-chasing. Therefore, the combination of star and advertising has become one of the favorable ways to eliminate the psychological barrier of consumer advertising. But many enterprises blindly follow the trend, imitation, star advertising increasingly prominent economic risks. At the same time, the appearance of false propaganda, bad guidance and other moral problems make star advertisement a social problem that can not be ignored. With the problem of star advertisement in our country gradually becoming a social hot spot, because of its potential economic risk and ethical crisis, the academic circles also begin to pay attention to star advertisement. However, the current research has not been systematically combed, the perspective is relatively simple; at the same time, these studies focus on the practical application level, theoretical depth is still not enough, need to be comprehensive, systematic research. In view of the urgent practical significance and important theoretical significance of this subject, this paper will analyze the star advertisement in our country comprehensively and systematically from the three angles of psychology, communication and ethics. Finally, I hope to apply the above research results to the design, creativity, release, supervision and other practical work of star advertising. The results show that the emergence of a large number of "consumer idols" and the formation of star worship psychology are the psychological basis for the success of star advertising. However, influenced by the relationship among star, product and advertisement, not all star advertisements can achieve the desired communication effect. In the market environment of integrated marketing communication, star advertisement must serve the enterprise's brand strategy and marketing target, integrate with other marketing promotion elements scientifically, and constantly innovate its own form, in order to attract consumers' attention. And ultimately promote its purchase behavior. Because of the public nature of the star and the sociality of the advertisement, the star advertisement should take a certain ethical responsibility for the construction of the social value system and the guidance of the mass life style while guiding the consumption. In view of the false, content, gender, income and other ethical problems in star advertisements, only by combining other means such as economy, law and moral self-discipline can we deal with both symptoms and symptoms.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：G206;F713.8
【引证文献】
相关硕士学位论文 前2条
1 杨玲玲;名人广告伦理问题及其对策研究[D];新疆师范大学;2010年
2 邓丽红;影视明星负页新闻研究[D];南京师范大学;2012年
，本文编号：2420597
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