本文選題：星座文化 + 廣告�。� 參考：《遼寧大學(xué)》2017年碩士論文

【摘要】：20世紀(jì)80年代,西方星相學(xué)的系統(tǒng)理論知識由港臺地區(qū)傳入我國,經(jīng)過三十多年的廣泛傳播以及不斷改良,由一種生澀難懂的異域文化逐漸演化成為一種時尚流行文化——星座文化。值得一提的是,此“星座文化”非彼“星座文化”,當(dāng)下我們所接觸的星座文化是一種娛樂性強、話題性強、可適性強的具有中國特色的星座文化。星座文化在我國的傳播過程中受到了以網(wǎng)絡(luò)媒介為代表的多種傳播媒介的全面推廣,并得到了廣大青少年群體的關(guān)注和熱愛,這一切都彰顯了其在市場營銷中的價值。在商業(yè)利益的驅(qū)使下,廣大商家和廣告從業(yè)者也開始將星座文化應(yīng)用于廣告宣傳活動之中,以星座文化為創(chuàng)意的廣告、商業(yè)宣傳活動層出不窮。本論文以廣告宣傳中星座文化的應(yīng)用為研究對象,運用了廣告學(xué)和傳播學(xué)等相關(guān)學(xué)科的理論知識,以文獻研究法、內(nèi)容分析法以及訪談法為主要研究方法,在系統(tǒng)梳理星座文化在我國不同時期傳播狀況的基礎(chǔ)之上,重點分析了星座文化在廣告宣傳中的應(yīng)用現(xiàn)狀,并得出了一系列的結(jié)論:星座文化在廣告宣傳中的應(yīng)用愈發(fā)廣泛;商家重視程度高,主要集中于飾品、飲食、手機、汽車行業(yè);廣告內(nèi)容娛樂化,偏重感性訴求;媒介投放渠道廣,以網(wǎng)絡(luò)媒體為主;受眾接受程度高,尤以年輕女性為主。而后,通過對應(yīng)用現(xiàn)狀的分析發(fā)現(xiàn)廣告宣傳中星座文化的應(yīng)用存在著一系列的問題,諸如星座文化的濫用、廣告內(nèi)容同質(zhì)化嚴(yán)重、與廣告受眾溝通不足等。最后,論文針對廣告宣傳中星座文化應(yīng)用的問題提出了相對應(yīng)的建議,增強星座文化應(yīng)用的合理性,注重廣告內(nèi)容的差異化,加強與廣告受眾的互動溝通,以盡可能地提升廣告宣傳效果。
[Abstract]:In the 1980s, the systematic knowledge of western astrology was introduced into China from Hong Kong and Taiwan. After more than 30 years of extensive dissemination and continuous improvement, From a strange culture which is difficult to understand, it has gradually evolved into a fashion pop culture-constellation culture. It is worth mentioning that this "constellation culture" is not the other "constellation culture", at present the constellation culture we are in contact with is a kind of constellation culture with Chinese characteristics, which has strong entertainment, topic and adaptability. Constellation culture has been popularized in the process of communication in our country by various media represented by network media, and has been paid attention to and loved by the vast number of youth groups, all of which show its value in marketing. Driven by commercial interests, the vast number of businesses and advertising practitioners also began to apply constellation culture to advertising activities, with the constellation culture as the creative advertising, commercial promotion activities emerge in endlessly. This thesis takes the application of constellation culture in advertising as the research object, uses the theory knowledge of advertising and communication, and takes literature research, content analysis and interview as the main research methods. On the basis of systematically combing the communication situation of constellation culture in different periods in our country, this paper emphatically analyzes the current situation of the application of constellation culture in advertising propaganda, and draws a series of conclusions: the application of constellation culture in advertising propaganda is more and more extensive; High degree of attention, mainly focused on jewelry, food, mobile phones, automobile industry; entertainment advertising content, emphasis on emotional appeals; media delivery channels, mainly network media; high acceptance of the audience, especially young women. Then, through the analysis of the current situation of application, we find that there are a series of problems in the application of constellation culture in advertising, such as the abuse of constellation culture, the serious homogeneity of advertising content, and the insufficient communication with the advertising audience. Finally, the paper puts forward corresponding suggestions for the application of constellation culture in advertising, strengthens the rationality of the application of constellation culture, pays attention to the differentiation of advertising content, and strengthens the interactive communication with the advertising audience. In order to improve the effectiveness of advertising as much as possible.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.8

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