本文選題：廣告時尚性　切入點：品牌偏好　出處：《南京財經(jīng)大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

【摘要】： 當(dāng)今廣告?zhèn)鞑セ顒釉桨l(fā)表現(xiàn)出時尚性,對時尚的利用和創(chuàng)造是廣告?zhèn)鞑セ顒拥囊粋�重要手段。商家和廣告人青睞廣告和時尚的結(jié)合,無疑是基于消費者對廣告中產(chǎn)品、品牌的認(rèn)知情況,基于消費者對產(chǎn)品、品牌的偏好態(tài)度,以及他們可能采取的購買行動。所以對于廣告和時尚結(jié)合的內(nèi)涵,以及其對消費者品牌偏好態(tài)度的影響究竟為何的研究是具有十分重要的現(xiàn)實意義的。 本文首先梳理了國內(nèi)外對于時尚研究、廣告與時尚研究、品牌偏好研究等相關(guān)文獻(xiàn),整理分析了廣告時尚性內(nèi)涵,包括廣告時尚性的特征、表現(xiàn)以及二者關(guān)系等內(nèi)容;鑒于廣告時尚性在不同的行業(yè)對不同的人群有不同的表現(xiàn),本文選擇了手機(jī)行業(yè)作為實證研究對象,通過文獻(xiàn)分析和市場調(diào)研結(jié)合的方式,得出了廣告時尚性在手機(jī)行業(yè)是通過品牌特性、廣告表現(xiàn)形式和意識形態(tài)的時尚性表現(xiàn)來影響消費者品牌偏好的。 本文得出的主要結(jié)論是:廣告基于消費者求新求變、在追求社會認(rèn)同的趨勢下尋求差異化等心理需求,與時尚巧妙地結(jié)合在一起,使廣告具有時尚性的內(nèi)涵。廣告時尚性表現(xiàn)為品牌特性時尚性、廣告表現(xiàn)形式時尚性和廣告意識形態(tài)的時尚性。對于手機(jī)廣告來說,廣告時尚性對于消費者品牌偏好的正面影響是比較大的;對消費者品牌偏好影響最重要的是功能、外觀等品牌特性的時尚性,其次為廣告表現(xiàn)形式和廣告意識形態(tài),而品牌特性、廣告的意識形態(tài)也是通過廣告表現(xiàn)形式傳達(dá)給受眾的,所以廣告表現(xiàn)形式是影響消費者態(tài)度的非常直觀的重要的因素。本文將廣告與時尚間的聯(lián)系作了較為系統(tǒng)的整理,探索性地分析了廣告時尚性對品牌偏好的影響,對于廣告人和營銷者都具有一定的參考價值。
[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】：南京財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：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老齡消費者中華老字號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);場獨立、場依存認(rèn)知風(fēng)格與國外、本土品牌的內(nèi)隱研究[D];華東師范大學(xué);2011年

3 吳兆波;澳門消費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：1630935