發(fā)布時(shí)間：2018-10-05 06:41

【摘要】：一直以來,女性作為主流消費(fèi)群體是各大商家的目標(biāo)人群。而隨著經(jīng)濟(jì)發(fā)展和社會(huì)變遷,男性作為新興的“消費(fèi)力量”進(jìn)入商家視野。首先,由于我國男女性別比例失衡,男性為了獲得更多異性的青睞,開始重視對(duì)自身形象的修飾；其次,隨著社會(huì)分工再重構(gòu),男性的社會(huì)角色開始發(fā)生變化,越來越多的男性開始承擔(dān)起家庭采買的工作；最后,開放的社會(huì)環(huán)境加速了男性追求個(gè)性化的步伐。為了更大程度的激發(fā)男性消費(fèi)者購買力,廣告主和廣告代理商制定了更多針對(duì)男性的廣告訴求策略。雖然男性消費(fèi)者與女性消費(fèi)者在消費(fèi)行為上有著顯著的差別,但以“性別”作為分類要素的“男性廣告”還未能引起研究者們的足夠重視。本文經(jīng)過對(duì)前人研究成果的梳理和吸納,對(duì)本文中“男性廣告”的研究范圍做出界定。由于廣告的訴求對(duì)象與產(chǎn)品的訴求對(duì)象并不完全重合,廣告中亦存在“勸說”男性為女性購買“女性專用產(chǎn)品”如女性專用化妝品等的現(xiàn)象。消費(fèi)者的“購買目的”從根本上影響了廣告訴求方式的制定,而此類“男性為女性購買女性專用產(chǎn)品”的消費(fèi)目的與男性購買“自身能夠參與使用的產(chǎn)品”時(shí)的消費(fèi)目的差異較大,暫不列入本文的研究范圍。所以,本文將研究對(duì)象確定為：以男性為訴求對(duì)象的非女性專用產(chǎn)品的廣告。筆者選擇admanGo廣告查詢系統(tǒng)作為取樣范圍,以涵蓋了12個(gè)廣告種類的樣本選取方法進(jìn)行樣本采集。對(duì)2010年1月至2015年1月內(nèi)的中國大陸廣告進(jìn)行了樣本抽樣統(tǒng)計(jì)和分析。結(jié)合廣告學(xué)和修辭學(xué)的勸說策略研究,確認(rèn)了我國男性廣告“氣質(zhì)—邏輯—情感”的勸說策略框架。以數(shù)據(jù)統(tǒng)計(jì)的方法總結(jié)我國男性廣告勸說策略的框架特點(diǎn),并對(duì)我國男性廣告勸說策略框架下的具體表現(xiàn)形式進(jìn)行文本分析。本文從社會(huì)、經(jīng)濟(jì)、文化等多方面分析了我國男性廣告的勸說策略在實(shí)際應(yīng)用中的缺陷,指出廣告同質(zhì)化現(xiàn)象嚴(yán)重、邏輯建構(gòu)較弱、氣質(zhì)策略中社會(huì)性別壓力顯著的問題。男性廣告勸說策略中出現(xiàn)的缺陷反應(yīng)了我國男性廣告勸說策略中仍存在的問題。為了改善我國男性廣告的勸說策略,筆者針對(duì)目前男性廣告中存在的缺陷提出了優(yōu)化建議。
[Abstract]:All along, the female as the mainstream consumer group is the target crowd of each big merchant. With economic development and social change, men as a new "consumer power" into the business vision. First of all, because of the imbalance between male and female sex ratio in China, men began to attach importance to the modification of their own image in order to gain more heterosexual favor. Secondly, with the re-reconstruction of social division of labor, male social roles began to change. More and more men begin to take up the job of family buying; finally, the open social environment accelerates the pace of men's pursuit of individualization. In order to increase the purchasing power of male consumers, advertisers and agencies have developed more strategies for men. Although there are significant differences in consumer behavior between male and female consumers, "male advertising", which is classified by gender, has not attracted enough attention from researchers. By combing and absorbing the previous research results, this paper defines the scope of male advertising in this paper. Because the object of appeal of advertisement and the object of appeal of product do not coincide completely, the phenomenon of "persuading" men to buy "special products for women", such as special cosmetics for women, also exists in the advertisement. Consumers'"purpose of purchase" has fundamentally affected the formulation of advertising appeals. However, the consumption purpose of this kind of "men buy women's special products" is quite different from that of men when they buy "products that they can participate in", so they are not included in the research scope of this article for the time being. Therefore, the object of this study is the advertising of non-female products. The author chooses the admanGo advertising query system as the sampling range to collect samples by sample selection method covering 12 kinds of advertisements. From January 2010 to January 2015, samples of Chinese mainland advertisements were collected and analyzed. Based on the research of persuasion strategies in advertising and rhetoric, this paper confirms the persuasion strategy framework of "temperament, logic and emotion" in male advertising in China. This paper summarizes the frame characteristics of male advertising persuasion strategy in China by means of data statistics, and makes a textual analysis of the specific forms of expression under the framework of male advertising persuasion strategy in China. This paper analyzes the defects of the persuasion strategy of male advertising in China from the aspects of society, economy and culture, and points out that the phenomenon of advertising homogeneity is serious, the logical construction is weak, and the social gender pressure is obvious in the temperament strategy. The defects in male persuasion strategies reflect the problems that still exist in male persuasion strategies in China. In order to improve the persuasion strategy of male advertising in our country, the author puts forward some suggestions on the optimization of male advertising.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

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本文編號(hào)：2252395