奢侈品廣告?zhèn)鞑サ氖鼙娬J(rèn)知心理研究
發(fā)布時(shí)間：2019-03-28 07:45
【摘要】：隨著經(jīng)濟(jì)的增長(zhǎng)，消費(fèi)社會(huì)的到來(lái)，人們對(duì)于奢侈品懷有的消費(fèi)熱情使奢侈品行業(yè)快速的發(fā)展。作為經(jīng)濟(jì)大國(guó)的中國(guó)也不例外，各大奢侈品牌紛紛進(jìn)駐，在全球大概有五分之四的奢侈品牌已在中國(guó)進(jìn)行營(yíng)銷，中國(guó)顯然已成為奢侈品消費(fèi)大國(guó)，占據(jù)了全球差不多七分之一的市場(chǎng)份額。而這個(gè)消費(fèi)市場(chǎng)并沒有達(dá)到飽和狀態(tài)，還有很大的消費(fèi)空間。 奢侈品作為超出人類生存發(fā)展需要范圍的消費(fèi)品，它的目標(biāo)受眾是少數(shù)群體，即社會(huì)的財(cái)富精英。奢侈品廣告針對(duì)產(chǎn)品及受眾群的特性，將產(chǎn)品與過硬的質(zhì)量、優(yōu)秀的設(shè)計(jì)理念及歷史積淀、文化傳承聯(lián)系在一起，來(lái)極力彰顯產(chǎn)品的尊貴、與眾不同之處，創(chuàng)造所要營(yíng)造的最高境界，使奢侈品的附加價(jià)值超越了其本身的實(shí)用價(jià)值。奢侈品廣告雖沒有如大眾商品廣告鋪天蓋地，到處可見，但是也不再像之前那樣讓大眾難覓蹤跡。特別是人們的生活方式、生活態(tài)度、消費(fèi)觀念、生活理念以及對(duì)美的需求都發(fā)生了巨大的變化，這都促使傳統(tǒng)的奢侈品廣告?zhèn)鞑ツＪ桨l(fā)生了變化，而奢侈品廣告開始逐漸將受眾范圍從“小眾”擴(kuò)展為“大眾”，為奢侈品的消費(fèi)提供了的現(xiàn)實(shí)的土壤。 奢侈品大多都是通過廣告的設(shè)計(jì)來(lái)創(chuàng)造品牌文化，由于品牌文化是作為本身實(shí)用價(jià)值之外的其他價(jià)值附加在奢侈品之上的，是從奢侈品這個(gè)實(shí)物上面上看到不摸不著的，受眾也很難體會(huì)的到。廣告作為奢侈品的傳播手段之一，則能夠十分鮮明、直接的將奢侈品所指向的某種生活理念或精神價(jià)值取向明示出來(lái)，讓受眾受到廣告中表達(dá)的信息感染，，認(rèn)同廣告中所設(shè)計(jì)的文化感受，從而使品牌迅速得到他們的認(rèn)同。無(wú)論是傳播的內(nèi)容、傳播的效應(yīng)還是傳播的最終目的，奢侈品廣告的宗旨其實(shí)都是從受眾的心理欲求出發(fā)以填補(bǔ)受眾的個(gè)性需求和情感滿足來(lái)使品牌得到受眾的接受、認(rèn)同并在心理上產(chǎn)生效應(yīng)。廣告?zhèn)鞑プ鳛樯莩奁菲放苽鞑サ姆绞剑钌畹赜绊懥耸鼙妼?duì)奢侈品的感受、認(rèn)知、需求以及動(dòng)機(jī)等心理活動(dòng)，奢侈品廣告與受眾的溝通改變了受眾的審美態(tài)度、產(chǎn)生了新的生活理念以及豐富了受眾的消費(fèi)生活。 奢侈品廣告?zhèn)鞑サ男Чc受眾認(rèn)知心理有著密切的聯(lián)系，受眾的認(rèn)知心理背景、認(rèn)知心理現(xiàn)象和認(rèn)知心理效應(yīng)對(duì)傳播效果的形成起著重要的制約作用。本文從奢侈品廣告的傳播為出發(fā)點(diǎn)進(jìn)行研究，以受眾認(rèn)知心理作為研究對(duì)象，在消費(fèi)社會(huì)這個(gè)大背景下，探討受眾的認(rèn)知過程，對(duì)受眾心理特點(diǎn)對(duì)奢侈品廣告?zhèn)鞑フJ(rèn)知的影響因素進(jìn)行分析，從而為奢侈品廣告的傳播提供有效的借鑒。
[Abstract]:With the growth of economy and the arrival of consumer society, people's enthusiasm for luxury goods makes the luxury goods industry develop rapidly. China, as an economic power, is no exception. Major luxury brands have entered China one after another. About 4/5 of the luxury brands in the world have been marketed in China. Obviously, China has become a major consumer of luxury goods. It accounts for almost 1/7 of the world's market share. And the consumer market has not reached saturation, there is still a lot of space for consumption. Luxury goods as a consumer goods beyond the needs of human survival and development, its target audience is the minority, that is, the wealth elite of the society. According to the characteristics of products and recipients, luxury advertising links products with excellent quality, excellent design concepts, historical accumulation, and cultural heritage, in order to demonstrate the dignity and distinction of the products. Creation to create the highest level, so that the added value of luxury beyond its own practical value. Luxury advertising is not as ubiquitous and ubiquitous as popular advertising, but it is no longer as hard to find as it was before. In particular, great changes have taken place in people's way of life, attitude to life, concept of consumption, concept of life and demand for beauty, all of which have contributed to the change in the traditional mode of advertising for luxury goods. Luxury advertising has gradually expanded the audience from "niche" to "mass", providing a realistic soil for luxury consumption. Luxury goods are mostly designed to create brand culture through advertising, because brand culture is attached to luxury goods as a value other than its own practical value, which can not be seen from the object of luxury goods. The audience is also very difficult to understand. Advertising as one of the means of communication of luxury goods, it can be very clear, directly the luxury goods point to a certain concept of life or spiritual value orientation explicit, so that the audience is infected by the information expressed in the advertisement. Identify with the cultural feelings designed in advertising, so that brands quickly get their identity. Whether it is the content of communication, the effect of communication or the ultimate purpose of communication, the purpose of luxury advertising is actually to fill the audience's individual needs and emotional satisfaction from the psychological desire of the audience, so that the brand can be accepted by the audience. Identify and produce psychological effects. As a way of brand communication of luxury goods, advertising communication has deeply influenced the audience's psychological activities such as feeling, cognition, demand and motivation of luxury goods. The communication between luxury goods advertisement and audience has changed the audience's aesthetic attitude. Produced a new concept of life and enriched the consumer life of the audience. The effect of luxury advertising communication is closely related to the audience's cognitive psychology. The audience's cognitive psychological background, cognitive psychological phenomena and cognitive psychological effects play an important role in restricting the formation of the communication effect. From the point of view of the dissemination of luxury goods advertisements, this paper takes the cognitive psychology of the audience as the research object, and probes into the cognitive process of the audience under the background of the consumer society. This paper analyzes the influencing factors of the audience's psychological characteristics on the communication cognition of luxury goods advertisement, and provides an effective reference for the communication of luxury goods advertisement.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：B842.1;F713.8
本文編號(hào)：2448675
[Abstract]:With the growth of economy and the arrival of consumer society, people's enthusiasm for luxury goods makes the luxury goods industry develop rapidly. China, as an economic power, is no exception. Major luxury brands have entered China one after another. About 4/5 of the luxury brands in the world have been marketed in China. Obviously, China has become a major consumer of luxury goods. It accounts for almost 1/7 of the world's market share. And the consumer market has not reached saturation, there is still a lot of space for consumption. Luxury goods as a consumer goods beyond the needs of human survival and development, its target audience is the minority, that is, the wealth elite of the society. According to the characteristics of products and recipients, luxury advertising links products with excellent quality, excellent design concepts, historical accumulation, and cultural heritage, in order to demonstrate the dignity and distinction of the products. Creation to create the highest level, so that the added value of luxury beyond its own practical value. Luxury advertising is not as ubiquitous and ubiquitous as popular advertising, but it is no longer as hard to find as it was before. In particular, great changes have taken place in people's way of life, attitude to life, concept of consumption, concept of life and demand for beauty, all of which have contributed to the change in the traditional mode of advertising for luxury goods. Luxury advertising has gradually expanded the audience from "niche" to "mass", providing a realistic soil for luxury consumption. Luxury goods are mostly designed to create brand culture through advertising, because brand culture is attached to luxury goods as a value other than its own practical value, which can not be seen from the object of luxury goods. The audience is also very difficult to understand. Advertising as one of the means of communication of luxury goods, it can be very clear, directly the luxury goods point to a certain concept of life or spiritual value orientation explicit, so that the audience is infected by the information expressed in the advertisement. Identify with the cultural feelings designed in advertising, so that brands quickly get their identity. Whether it is the content of communication, the effect of communication or the ultimate purpose of communication, the purpose of luxury advertising is actually to fill the audience's individual needs and emotional satisfaction from the psychological desire of the audience, so that the brand can be accepted by the audience. Identify and produce psychological effects. As a way of brand communication of luxury goods, advertising communication has deeply influenced the audience's psychological activities such as feeling, cognition, demand and motivation of luxury goods. The communication between luxury goods advertisement and audience has changed the audience's aesthetic attitude. Produced a new concept of life and enriched the consumer life of the audience. The effect of luxury advertising communication is closely related to the audience's cognitive psychology. The audience's cognitive psychological background, cognitive psychological phenomena and cognitive psychological effects play an important role in restricting the formation of the communication effect. From the point of view of the dissemination of luxury goods advertisements, this paper takes the cognitive psychology of the audience as the research object, and probes into the cognitive process of the audience under the background of the consumer society. This paper analyzes the influencing factors of the audience's psychological characteristics on the communication cognition of luxury goods advertisement, and provides an effective reference for the communication of luxury goods advertisement.
【學(xué)位授予單位】：武漢紡織大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：B842.1;F713.8
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