本文選題：神經(jīng)營銷學 + 廣告隱喻　； 參考：《浙江大學》2014年碩士論文

【摘要】：在信息爆炸的今天,如何讓消費者在面臨一項產(chǎn)品時,能在有限的時間里迅速了解產(chǎn)品的功能和特點,這是市場營銷領域急需重視的問題。隱喻式廣告營銷就是利用消費者熟知的事物來比喻推出的新產(chǎn)品(例如用豹子的速度來隱喻汽車加速效果),使得消費者能夠容易、便捷、輕松地去認識和理解復雜又生疏的新產(chǎn)品,幫助說服消費者對新產(chǎn)品產(chǎn)生好感。 在處理廣告中的隱喻時,消費者必須自己進行推理,并發(fā)現(xiàn)兩種事物之間的相似性。研究發(fā)現(xiàn),這種推理能夠促使消費者對廣告隱喻信息進行更深層次的加工,而這種深層次理解加工將正向影響消費者對產(chǎn)品和廣告的態(tài)度,以及對廣告內(nèi)容的記憶。因此,研究消費者在面對隱喻式廣告時的認知加工機制,從腦神經(jīng)層面揭示消費者背后的黑箱,對提升市場營銷效果,實現(xiàn)精準營銷無疑具有現(xiàn)實意義。 本研究基于神經(jīng)營銷學,以概念隱喻理論、消費者主觀理解水平模型(LSC)為理論基礎,以汽車與動物的隱喻式廣告為切入點,采用事件相關電位技術手段,輔以問卷研究方法,探索消費者對廣告隱喻的認知心理過程和相關神經(jīng)機制。本研究得到以下結論： (1)提出消費者對廣告中多模態(tài)隱喻的認知加工的三階段模型,經(jīng)歷跨模態(tài)認知沖突處理階段(N300)、語義沖突處理階段(N400)、語義整合階段(LPC)等三個階段。 (2)實驗腦電數(shù)據(jù)支持LSC模型,從神經(jīng)層面證實廣告隱喻不僅會誘發(fā)消費者對廣告信息進行淺層次理解,同時還促使消費者進行思考,基于個人經(jīng)驗和知識深層次理解廣告信息,從而有效提高廣告信息記憶程度。
[Abstract]:In today's information explosion, how to make consumers understand the function and characteristics of a product quickly in a limited time is an urgent problem in the field of marketing. Metaphorical advertising is a metaphor for new products that consumers are familiar with (for example, using leopard speed to metaphor car acceleration so that consumers can be easy and convenient. Easy to understand and understand complex and unfamiliar new products, help to convince consumers of new products. In dealing with metaphors in advertising, consumers must reason for themselves and discover similarities between the two. It is found that this kind of reasoning can promote consumers to process metaphorical information in advertising at a deeper level, and this deep understanding and processing will positively affect consumers' attitudes towards products and advertisements, as well as their memory of advertising content. Therefore, it is of practical significance to study the cognitive processing mechanism of consumers in the face of metaphorical advertising, and to reveal the black box behind consumers from the brain nerve level, which will improve the marketing effect and achieve accurate marketing. This study is based on neuromarketing, based on conceptual metaphor theory, consumer subjective understanding level model (LSCS), the metaphorical advertising of cars and animals as a starting point, event-related potential technology, and questionnaire research methods. To explore the cognitive psychological process and related neural mechanism of advertising metaphor. The conclusions of this study are as follows: 1) A three-stage model for consumers' cognitive processing of multimodal metaphors in advertising is proposed, which includes three stages: intermodal cognitive conflict processing stage (N300), semantic conflict processing stage (N400) and semantic integration stage (LPC). Experimental EEG data support the LSC model, which proves that advertising metaphor not only induces consumers to understand advertising information on a superficial level, but also promotes consumers to think and understand advertising information deeply based on personal experience and knowledge. In order to effectively improve advertising information memory.
【學位授予單位】：浙江大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：B842

【參考文獻】

相關期刊論文 前10條

1 陳璇,宋e，

本文編號：1785207