廣告在當(dāng)今社會(huì)中發(fā)揮著越來(lái)越重要的作用,其最終目的是勸說(shuō)消費(fèi)者購(gòu)買產(chǎn)品或改變其想法。勸說(shuō)是影響他人的獨(dú)立思想和行為的一門人類交流的藝術(shù)。勸說(shuō)自古以來(lái)就是西方修辭學(xué)的核心內(nèi)容,古代主要應(yīng)用于公眾演說(shuō)和法庭論辯,現(xiàn)在則應(yīng)用于人類的各種交往活動(dòng)中。我們知道,廣告研究與心理學(xué)密切相關(guān),但廣告是現(xiàn)代修辭學(xué)的新的表現(xiàn)形式,這一點(diǎn)我們則了解得不多。因此本文意在探討廣告人應(yīng)如何將勸說(shuō)理論應(yīng)用到消費(fèi)者的心理分析中去,使得廣告策劃取得最大成功。 國(guó)內(nèi)很多學(xué)者在廣告心理學(xué)領(lǐng)域取得了卓越的成就,但是他們當(dāng)中對(duì)勸說(shuō)藝術(shù)進(jìn)行系統(tǒng)研究的卻寥寥無(wú)幾,一些廣告人甚至不知道他們?cè)趧?chuàng)作廣告的過程中運(yùn)用了勸說(shuō)這門傳統(tǒng)的修辭學(xué)問。 本文力求彌補(bǔ)國(guó)內(nèi)廣告研究領(lǐng)域的這塊空白,引進(jìn)西方系統(tǒng)的勸說(shuō)理論,對(duì)廣告案例中具體應(yīng)用的勸說(shuō)策略進(jìn)行了詳細(xì)的闡述。這項(xiàng)研究借鑒了國(guó)外大量與勸說(shuō)及廣告心理研究有關(guān)的成果,分析了理論家提出的四種勸說(shuō)理論,包括詹姆斯·維克瑞的潛意識(shí)理論,貝蒂與凱瑟坡的推敲可能性理論,布魯克斯的期望值理論和費(fèi)斯蒂格的認(rèn)知差異理論。借助四種勸說(shuō)理論構(gòu)建了一個(gè)理論框架,用以分析如何根據(jù)消費(fèi)者的心理狀況在廣告中使用勸說(shuō)... 

【文章來(lái)源】：廣西大學(xué)廣西壯族自治區(qū) 211工程院校

【文章頁(yè)數(shù)】：61 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
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
攻讀學(xué)位期間發(fā)表的學(xué)術(shù)論文



本文編號(hào)：3101094