【摘要】：本文從廣告人物的意識形態(tài)研究出發(fā),辯證地分析了“觀念”、“理念”、“思想”與“意識”的關系,選擇了葉茂中廣告觀的論題。葉茂中是我國知名廣告人,成功創(chuàng)造了多個知名品牌,也創(chuàng)作了很多家喻戶曉的廣告作品,但葉茂中最值得一提的是葉茂中狼性廣告觀。本文從“學”與“術”結合的角度出發(fā),立足于葉茂中廣告觀和實踐,將其觀念系統(tǒng)化梳理,整理出葉茂中廣告觀的整體框架,全方位的對葉茂中廣告觀進行論述,強調廣告觀的“狼性”特點。本文對葉茂中廣告觀的研究主要采取文獻綜述法。葉茂中的廣告觀點散布在多本書籍、雜志、電視節(jié)目中,沒有專業(yè)的研究論文,甚至是廣告人物的研究文獻都極其缺乏。這也增加了本文的難度。筆者通過對資料的整理,從葉茂中廣告觀背景研究、葉茂中廣告觀內容研究和葉茂中廣告觀辯證分析研究等方面對葉茂中廣告觀進行全面系統(tǒng)的剖析。首先,葉茂中廣告觀背景研究。筆者通過對葉茂中廣告觀形成的PEST環(huán)境分析,加以葉茂中個人發(fā)展背景的輔助,從宏觀和微觀層面闡述了葉茂中廣告觀的形成與發(fā)展。除此之外,筆者從葉茂中的廣告觀發(fā)展中,凝練出其備受追捧的原因。其次,葉茂中廣告觀內容研究。筆者從葉茂中廣告觀的精神內涵出發(fā),將葉茂中廣告觀總結為“狼性廣告觀”,并對其進行了詳細的論述。在廣告觀內容上,筆者從廣告?zhèn)鞑ビ^(包含了廣告功能觀)、廣告策劃觀、廣告主體觀和品牌觀四方面對葉茂中廣告觀進行了綜合闡述。最后,葉茂中廣告觀的評析。筆者通過對葉茂中廣告觀的內容研究,總結出了葉茂中廣告觀“奇、俗、準、狠、全、誠、簡”的特點,對其“狂奔、創(chuàng)意及偏執(zhí)”的狼性廣告觀進行了全面評析,也對其影響和不足提出了辯證的看法。除此之外,筆者對論文中的不足之處進行反思,也確定了繼續(xù)研究的方向與主題。葉茂中廣告觀是中國廣告人物廣告觀念的代表,也是中國廣告意識形態(tài)研究中比較典型的研究個例。希望葉茂中廣告觀的研究將葉茂中廣告觀系統(tǒng)化、科學化的總結,并給予中國廣告業(yè)界以參考,同時為中國廣告學界廣告人物研究領域增磚添瓦。
[Abstract]:Starting from the study of ideology of advertising characters, this paper dialectically analyzes the relationship between "idea", "thought" and "consciousness", and chooses Ye Mao-zhong 's view of advertising. Ye Mao-zhong is a well-known advertising man in China, who has successfully created many well-known brands and many well-known advertising works, but Ye Mao-zhong is most worthy of mention is Ye Mao-zhong 's advertising concept. From the angle of combination of "study" and "skill", based on the view and practice of Ye Mao Zhong's advertisement, this paper systematically combs its concept, arranges the whole frame of Ye Mao Zhong's advertisement view, and discusses the whole aspect of Ye Mao Zhong's advertisement view. Emphasis on advertising view of "wolf nature" characteristics. This article mainly adopts the literature review method to study the view of advertising in Ye Maozhong. Ye Mao Zhong's advertising ideas are scattered in many books, magazines, TV programs, there is no professional research papers, even advertising characters research literature are extremely scarce. This also increases the difficulty of this article. The author makes a comprehensive and systematic analysis of Ye Mao Zhong's advertising view from the aspects of background research, content research and dialectical analysis of Ye Mao Zhong advertising view through the collation of materials. First of all, the background of Ye Maozhong's advertising view. Based on the analysis of the PEST environment of the formation of Ye Mao Zhong's advertising concept and the assistance of his personal development background, the author expounds the formation and development of Ye Mao Zhong's advertising view from the macro and micro levels. In addition, the author from the development of advertising in Ye Maozhong, condensed out its popular reasons. Secondly, the content of Ye Maozhong's advertising view is studied. Based on the spiritual connotation of Ye Mao Zhong's advertising view, the author summarizes it as wolf nature's advertisement view and discusses it in detail. On the content of advertising view, the author comprehensively expounds Ye Mao Zhong's advertising view from four aspects: advertising communication view (including advertising function view), advertising planning view, advertising subject view and brand view. Finally, Ye Maozhong's view on advertising is analyzed. By studying the content of Ye Mao Zhong's advertising view, the author sums up the characteristics of Ye Mao Zhong's advertising view, which is "strange, vulgar, accurate, ruthless, complete, sincere and simple", and makes a comprehensive evaluation of wolf nature's advertising view of "rush, originality and bigotry". Also put forward the dialectical view to its influence and insufficiency. In addition, the author reflects on the shortcomings of the paper, and determines the direction and theme of further research. Ye Mao-zhong's advertising concept is the representative of Chinese advertising characters and a typical example in the study of Chinese advertising ideology. It is hoped that the study of Ye Maozhong's advertising view will systematize and scientifically summarize it, and give reference to the Chinese advertising industry, and at the same time add bricks and tiles to the research field of advertising figures in Chinese advertising circles.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8

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