劝说艺术与广告心理
发布时间：2021-03-26 06:05
广告在当今社会中发挥着越来越重要的作用,其最终目的是劝说消费者购买产品或改变其想法。劝说是影响他人的独立思想和行为的一门人类交流的艺术。劝说自古以来就是西方修辞学的核心内容,古代主要应用于公众演说和法庭论辩,现在则应用于人类的各种交往活动中。我们知道,广告研究与心理学密切相关,但广告是现代修辞学的新的表现形式,这一点我们则了解得不多。因此本文意在探讨广告人应如何将劝说理论应用到消费者的心理分析中去,使得广告策划取得最大成功。 国内很多学者在广告心理学领域取得了卓越的成就,但是他们当中对劝说艺术进行系统研究的却寥寥无几,一些广告人甚至不知道他们在创作广告的过程中运用了劝说这门传统的修辞学问。 本文力求弥补国内广告研究领域的这块空白,引进西方系统的劝说理论,对广告案例中具体应用的劝说策略进行了详细的阐述。这项研究借鉴了国外大量与劝说及广告心理研究有关的成果,分析了理论家提出的四种劝说理论,包括詹姆斯·维克瑞的潜意识理论,贝蒂与凯瑟坡的推敲可能性理论,布鲁克斯的期望值理论和费斯蒂格的认知差异理论。借助四种劝说理论构建了一个理论框架,用以分析如何根据消费者的心理状况在广告中使用劝说...
【文章来源】：广西大学广西壮族自治区 211工程院校
【文章页数】：61 页
【学位级别】：硕士
【文章目录】：
Abstract in Chinese
Abstract in English
1 Introduction
1.1 The Significance of the Study
1.2 Rationale
1.3 Data Collection and Research Method
1.4 Objectives of the Present Study
1.5 The Rough Structure of the Thesis
2 Advertising Psychology and Persuasion
2.1 Studies of Advertising Psychology
2.1.1 The Importance of Advertising
2.1.2 Psychology of Advertising
2.1.3 Advertising Psychology and Persuasion
2.2 A General Introduction to Persuasion
2.2.1 Definition of Persuasion
2.2.2 The Relationship Between Persuasion and Rhetoric
2.2.3 The Importance of Persuasion
2.2.4 Goals of Persuasion
3 Theoretical Framework
3.1 Consumer Perception and Subliminal Persuasive Theory
3.1.1 The Consumer Perception Process
3.1.2 Perceptual Selection
3.1.3 The Application of Subliminal Persuasive Theory
3.2 Consumer Learning and Elaboration Likelihood Model
3.2.1 The Consumer Learning Process
3.2.2 The Application of Elaboration Likelihood Model
3.3 Consumer Motivation and Expectancy Theory
3.3.1 The Consumer Motivation Process
3.3.2 The Application of Expectancy Theory
3.4 Consumer Attitude Change and Cognitive Dissonance Theory
3.4.1 The Consumer Attitude Change process
3.4.2 The Application of Cognitive Dissonance Theory
4 Persuasive Strategies in Advertising Communication
4.1 Components of Advertising Communication
4.2 The Source and The Audience
4.2.1 Source Credibility
4.2.2 Influence on the Target Audience
4.3 Message Strategies
4.3.1 Advertising language and persuasion
4.3.2 Message Presentation
4.3.3 Advertising Appeals
5 Conclusion
Bibliography
Acknowledgements
攻读学位期间发表的学术论文
本文编号：3101094
【文章来源】：广西大学广西壮族自治区 211工程院校
【文章页数】：61 页
【学位级别】：硕士
【文章目录】：
Abstract in Chinese
Abstract in English
1 Introduction
1.1 The Significance of the Study
1.2 Rationale
1.3 Data Collection and Research Method
1.4 Objectives of the Present Study
1.5 The Rough Structure of the Thesis
2 Advertising Psychology and Persuasion
2.1 Studies of Advertising Psychology
2.1.1 The Importance of Advertising
2.1.2 Psychology of Advertising
2.1.3 Advertising Psychology and Persuasion
2.2 A General Introduction to Persuasion
2.2.1 Definition of Persuasion
2.2.2 The Relationship Between Persuasion and Rhetoric
2.2.3 The Importance of Persuasion
2.2.4 Goals of Persuasion
3 Theoretical Framework
3.1 Consumer Perception and Subliminal Persuasive Theory
3.1.1 The Consumer Perception Process
3.1.2 Perceptual Selection
3.1.3 The Application of Subliminal Persuasive Theory
3.2 Consumer Learning and Elaboration Likelihood Model
3.2.1 The Consumer Learning Process
3.2.2 The Application of Elaboration Likelihood Model
3.3 Consumer Motivation and Expectancy Theory
3.3.1 The Consumer Motivation Process
3.3.2 The Application of Expectancy Theory
3.4 Consumer Attitude Change and Cognitive Dissonance Theory
3.4.1 The Consumer Attitude Change process
3.4.2 The Application of Cognitive Dissonance Theory
4 Persuasive Strategies in Advertising Communication
4.1 Components of Advertising Communication
4.2 The Source and The Audience
4.2.1 Source Credibility
4.2.2 Influence on the Target Audience
4.3 Message Strategies
4.3.1 Advertising language and persuasion
4.3.2 Message Presentation
4.3.3 Advertising Appeals
5 Conclusion
Bibliography
Acknowledgements
攻读学位期间发表的学术论文
本文编号：3101094
本文链接：https://www.wllwen.com/wenyilunwen/guanggaoshejilunwen/3101094.html
