發(fā)布時(shí)間：2018-03-18 19:16

  本文選題：廣告時(shí)尚性　切入點(diǎn)：品牌偏好　出處：《南京財(cái)經(jīng)大學(xué)》2008年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】： 當(dāng)今廣告?zhèn)鞑セ顒?dòng)越發(fā)表現(xiàn)出時(shí)尚性,對(duì)時(shí)尚的利用和創(chuàng)造是廣告?zhèn)鞑セ顒?dòng)的一個(gè)重要手段。商家和廣告人青睞廣告和時(shí)尚的結(jié)合,無(wú)疑是基于消費(fèi)者對(duì)廣告中產(chǎn)品、品牌的認(rèn)知情況,基于消費(fèi)者對(duì)產(chǎn)品、品牌的偏好態(tài)度,以及他們可能采取的購(gòu)買(mǎi)行動(dòng)。所以對(duì)于廣告和時(shí)尚結(jié)合的內(nèi)涵,以及其對(duì)消費(fèi)者品牌偏好態(tài)度的影響究竟為何的研究是具有十分重要的現(xiàn)實(shí)意義的。 本文首先梳理了國(guó)內(nèi)外對(duì)于時(shí)尚研究、廣告與時(shí)尚研究、品牌偏好研究等相關(guān)文獻(xiàn),整理分析了廣告時(shí)尚性?xún)?nèi)涵,包括廣告時(shí)尚性的特征、表現(xiàn)以及二者關(guān)系等內(nèi)容;鑒于廣告時(shí)尚性在不同的行業(yè)對(duì)不同的人群有不同的表現(xiàn),本文選擇了手機(jī)行業(yè)作為實(shí)證研究對(duì)象,通過(guò)文獻(xiàn)分析和市場(chǎng)調(diào)研結(jié)合的方式,得出了廣告時(shí)尚性在手機(jī)行業(yè)是通過(guò)品牌特性、廣告表現(xiàn)形式和意識(shí)形態(tài)的時(shí)尚性表現(xiàn)來(lái)影響消費(fèi)者品牌偏好的。 本文得出的主要結(jié)論是:廣告基于消費(fèi)者求新求變、在追求社會(huì)認(rèn)同的趨勢(shì)下尋求差異化等心理需求,與時(shí)尚巧妙地結(jié)合在一起,使廣告具有時(shí)尚性的內(nèi)涵。廣告時(shí)尚性表現(xiàn)為品牌特性時(shí)尚性、廣告表現(xiàn)形式時(shí)尚性和廣告意識(shí)形態(tài)的時(shí)尚性。對(duì)于手機(jī)廣告來(lái)說(shuō),廣告時(shí)尚性對(duì)于消費(fèi)者品牌偏好的正面影響是比較大的;對(duì)消費(fèi)者品牌偏好影響最重要的是功能、外觀等品牌特性的時(shí)尚性,其次為廣告表現(xiàn)形式和廣告意識(shí)形態(tài),而品牌特性、廣告的意識(shí)形態(tài)也是通過(guò)廣告表現(xiàn)形式傳達(dá)給受眾的,所以廣告表現(xiàn)形式是影響消費(fèi)者態(tài)度的非常直觀的重要的因素。本文將廣告與時(shí)尚間的聯(lián)系作了較為系統(tǒng)的整理,探索性地分析了廣告時(shí)尚性對(duì)品牌偏好的影響,對(duì)于廣告人和營(yíng)銷(xiāo)者都具有一定的參考價(jià)值。
[Abstract]:Nowadays, advertising communication activities are more and more fashionable, the use and creation of fashion is an important means of advertising communication activities. The combination of advertising and fashion favored by merchants and advertisers is undoubtedly based on the consumer's view of the products in the advertisements. Brand awareness, based on consumers' preference for the product, brand, and the purchase action they might take. So the meaning of the combination of advertising and fashion, The research on the influence of brand preference attitude on consumer brand is of great practical significance. This paper first combs the domestic and foreign related literature for fashion research, advertising and fashion research, brand preference research and other related literature, collate and analyze the connotation of advertising fashion, including the characteristics of advertising fashion, performance and the relationship between the two. In view of the different performance of advertising fashion to different people in different industries, this paper chooses the mobile phone industry as the empirical research object, through the combination of literature analysis and market research, It is concluded that advertising fashion affects consumer brand preference through brand characteristics, advertising forms and ideological fashion performance in the mobile phone industry. The main conclusions of this paper are as follows: advertising is based on the psychological needs of consumers seeking new and changing, seeking differentiation under the trend of seeking social identity, and combining with fashion skillfully. Advertising fashion has the connotation of fashion. Advertising fashion is characterized by brand fashion, advertising style fashion and advertising ideology. The positive influence of advertising fashion on consumer brand preference is relatively large, and the most important influence on consumer brand preference is the fashion of brand characteristics such as function and appearance, followed by advertising expression form and advertising ideology. And the brand characteristics, the ideology of advertising are also conveyed to the audience through the form of advertising expression. Therefore, the form of advertising is a very intuitive and important factor that affects consumer attitude. This paper makes a systematic arrangement of the relationship between advertising and fashion, and analyzes the influence of advertising fashion on brand preference. For advertisers and marketers have a certain reference value.
【學(xué)位授予單位】：南京財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F713.8

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 張艷;懷舊傾向與參照群體對(duì)老齡消費(fèi)者中華老字號(hào)品牌偏好的影響研究[D];吉林大學(xué);2012年

相關(guān)碩士學(xué)位論文 前3條

1 雷悅;品牌偏好形成機(jī)理研究[D];北方工業(yè)大學(xué);2011年

2 李占強(qiáng);場(chǎng)獨(dú)立、場(chǎng)依存認(rèn)知風(fēng)格與國(guó)外、本土品牌的內(nèi)隱研究[D];華東師范大學(xué);2011年

3 吳兆波;澳門(mén)消費(fèi)者茶飲料品牌偏好研究[D];暨南大學(xué);2010年

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本文編號(hào)：1630935