本文選題：明星代言人 + 明星代言人電視廣告影響指數(shù)　； 參考：《四川大學(xué)》2006年碩士論文

【摘要】：這是一項(xiàng)關(guān)于明星代言人電視廣告?zhèn)鞑バЧ难芯�。研究基于符號學(xué)的研究視角，運(yùn)用抽樣調(diào)查的實(shí)證研究方法，對明星代言人電視廣告的傳播效果展開了一次方法性探索。 本文首先借用符號學(xué)的結(jié)構(gòu)思想對明星代言人電視廣告進(jìn)行閉合文本的結(jié)構(gòu)化構(gòu)建，把明星代言人電視廣告的信息傳播要素分為五個符號系統(tǒng)，即廣告信息傳播環(huán)境符號系統(tǒng)、廣告代言人角色表現(xiàn)符號系統(tǒng)、廣告信息傳播關(guān)聯(lián)符號系統(tǒng)、廣告代言人自身特質(zhì)符號系統(tǒng)、廣告代言人換用符號系統(tǒng)。其次，把這些符號系統(tǒng)細(xì)化成若干個可以量化評估的指標(biāo)，做出明星代言人電視廣告?zhèn)鞑ハ到y(tǒng)指標(biāo)樹，建立指標(biāo)體系。然后把這些細(xì)化出的、可測量的測評指標(biāo)轉(zhuǎn)換成通俗易懂的問題，制成邏輯關(guān)聯(lián)性強(qiáng)的調(diào)查問卷，測試公眾對這些指標(biāo)的接受度和關(guān)注度。再選擇全國七個一級和二級城市進(jìn)行大規(guī)模的大樣本抽樣調(diào)查，調(diào)查方式采取入戶訪問的形式，最后收回有效問卷共2253份。本研究的資料數(shù)據(jù)錄入采用了專業(yè)數(shù)據(jù)庫錄入軟件EPIDATA，用SPSS11.5進(jìn)行問卷數(shù)據(jù)范圍段查錯和邏輯查錯，并對數(shù)據(jù)進(jìn)行加權(quán)處理(權(quán)重計(jì)算方式按照各城市人口比例進(jìn)行)。使用SPSS11.5高級分析軟件對錄入數(shù)據(jù)進(jìn)行統(tǒng)計(jì)分析，本次分析采用頻數(shù)分析、交叉分析、相關(guān)分析、多元對應(yīng)分析和因子聚類分析等分析方法，顯著性檢驗(yàn)P值取≤0.05。在對數(shù)據(jù)進(jìn)行基本分析整理之后，為使得研究成果更具系統(tǒng)性和整合性，，筆者基于對研究主題的深入理解，設(shè)計(jì)出計(jì)算明星代言人電視廣告影響力指數(shù)的公式，對數(shù)據(jù)進(jìn)行二次整合，得出指標(biāo)體系內(nèi)各級指標(biāo)的影
[Abstract]:This is a study on the effect of TV advertising on celebrity spokesmen. Based on the research perspective of semiotics and the empirical research method of sample survey, this paper makes a methodological exploration on the communication effect of TV advertising for celebrity spokesmen. In this paper, we first use the structural thought of semiotics to construct the closed text of TV advertisement for celebrity spokesman, and divide the elements of information communication of TV advertisement into five symbol systems, namely, the symbol system of advertising information communication environment. The symbol system of advertising spokesman's role expression, the system of advertising information communication, the system of advertisement spokesman's own characteristic symbol, and the system of advertisement spokesman's changing symbol. Secondly, these symbol systems are refined into a number of indicators that can be quantitatively evaluated, and the index tree of TV advertising communication system for star spokesmen is made, and the index system is established. Then, the detailed and measurable evaluation indexes are converted into easy to understand questions, and a questionnaire with strong logical relevance is made to test the acceptance and attention of the public to these indicators. A large sample survey was conducted in seven primary and secondary cities in China. The survey was conducted in the form of household visits, and 2253 valid questionnaires were collected. The data input of this study adopts the professional database input software EPIDATA. the SPSS11.5 is used to check the errors and logic errors in the data range of the questionnaire, and the data is weighted (the weight calculation method is carried out according to the proportion of the urban population). The input data were analyzed by SPSS11.5 advanced analysis software. Frequency analysis, cross analysis, correlation analysis, multivariate correspondence analysis and factor clustering analysis were used in this analysis. The significance test P value was 鈮

本文編號：1894513