【摘要】：動(dòng)漫明星是通過動(dòng)畫、漫畫為主的藝術(shù)手法塑造的、具有較高曝光度和知名度的虛擬形象。21世紀(jì)以來,中國動(dòng)漫產(chǎn)業(yè)和廣告產(chǎn)業(yè)都進(jìn)入了高速發(fā)展時(shí)期,受眾群體趨于成熟,傳播媒介空前繁榮；在此背景之下,將動(dòng)漫明星形象與廣告相結(jié)合的廣告新形式——?jiǎng)勇餍菑V告日益受到關(guān)注。然而,目前國內(nèi)外對動(dòng)漫明星廣告的研究尚處于起步階段,理論研究較為缺乏,實(shí)證研究幾乎空白。鑒于此,本文立足中國市場,結(jié)合實(shí)證研究與理論研究,分別從受眾、媒介、相關(guān)案例及理論基礎(chǔ)等方面,對中國動(dòng)漫明星廣告的潛力進(jìn)行系統(tǒng)分析和總結(jié)。 在實(shí)證研究中,本文分為受眾和媒介兩個(gè)部分,運(yùn)用統(tǒng)計(jì)圖表展示問卷調(diào)查結(jié)果,并逐一進(jìn)行分析探討。結(jié)果表明：(1)動(dòng)漫明星廣告在中國具有廣泛的受眾群,且不同年齡的受眾對動(dòng)漫明星廣告的角色類型偏好、消費(fèi)能力和欲望、興趣程度、功能評價(jià)及產(chǎn)品類型選擇存在較大差別；(2)從總體看,現(xiàn)階段動(dòng)漫明星廣告的傳播媒介主要為影視和網(wǎng)絡(luò),與受眾的媒介選擇傾向基本相符；從部分看,不同年齡受眾對媒介的選擇傾向、功能評價(jià)區(qū)別較明顯。 在理論研究中,本文基于大眾傳播學(xué)理論,分別從符號和受眾消費(fèi)心理模式兩個(gè)角度出發(fā),結(jié)合案例與實(shí)證研究結(jié)果,分析論證動(dòng)漫明星廣告的優(yōu)勢所在。研究結(jié)果表明動(dòng)漫明星廣告：(1)具有更強(qiáng)的感官符號沖擊性與可塑性,且實(shí)現(xiàn)了符號功能的深化；(2)在喚起受眾注意、興趣、欲望,以至于形成記憶、促成購買的心理變化過程中,易于影響受眾消費(fèi)心理,使之與廣告?zhèn)鬟f的信息趨向一致。
[Abstract]:Animation stars are shaped through animation, cartoon-based artistic techniques, with a high exposure and popularity of the virtual image. Since the 21st century, China's animation industry and advertising industry have entered a period of rapid development, audience groups tend to mature. Unprecedented prosperity of the media; In this context, anime star advertising, a new form of advertising that combines animation star image with advertising, has been paid more and more attention. However, at present, the research on animation star advertising at home and abroad is still in its infancy, the theoretical research is relatively scarce, and the empirical research is almost blank. In view of this, based on the Chinese market, combined with empirical research and theoretical research, this paper systematically analyzes and summarizes the potential of Chinese animation star advertising from the aspects of audience, media, related cases and theoretical basis. In the empirical study, this paper is divided into two parts: audience and media, using statistical charts to show the results of the questionnaire, and one by one analysis and discussion. The results show that: (1) Animation star advertising has a wide range of audience in China, and the audience of different ages has the role type preference, consumption ability, desire and interest degree of animation star advertisement. There are great differences in function evaluation and product type selection. (2) from the overall point of view, the media of animation star advertising are mainly film and television and the network, which is basically consistent with the media choice tendency of the audience; from part of the point of view, the media choice tendency of different age audiences and the difference of function evaluation are obvious. In the theoretical research, based on the theory of mass communication, this paper analyzes and demonstrates the advantages of animation star advertising from the two angles of symbol and audience consumption psychological model, combined with the results of case and empirical research. The results show that animation star advertising: (1) it has stronger sensory symbol impact and plasticity, and realizes the deepening of symbol function; (2) in the process of arousing the audience's attention, interest, desire, so as to form memory and promote the psychological change of purchase, it is easy to affect the consumer psychology of the audience and make it consistent with the information transmitted by advertising.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F713.8;G206

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本文編號：2484007