本文選題：DM廣告 + 消費社會　； 參考：《哈爾濱師范大學(xué)》2010年碩士論文

【摘要】： 隨著商品經(jīng)濟的不斷發(fā)展,社會物質(zhì)日益豐盛,消費逐漸成為人們生活的重要內(nèi)容。率先進(jìn)入消費社會的西方國家,挾裹著消費主義理念,一步步將消費文化向全球滲透,于是消費文化漸已成為一種社會主流文化。近年來DM廣告發(fā)展迅速,使越來越多的DM廣告進(jìn)入消費者的視線之中。如今DM廣告已成為人們表述當(dāng)下廣告時使用頻率極高的詞語,并在消費社會背景下飛躍發(fā)展。 論文首先以消費社會為著眼點進(jìn)行分析,指出消費社會的形態(tài)、特征、理論支持及消費社會在中國產(chǎn)生的現(xiàn)狀等。其次從DM廣告在國內(nèi)外的含義、發(fā)展現(xiàn)狀和優(yōu)、缺點進(jìn)行分析,對比了國內(nèi)外DM廣告的發(fā)展?fàn)顩r。再次,從DM廣告在國內(nèi)發(fā)展興盛的現(xiàn)實背景分析出消費社會背景下中國DM廣告面臨的機遇與挑戰(zhàn)。如社會消費環(huán)境的變化為其提供了生存的土壤和空氣；社會消費群體心理的變化為其提供了發(fā)展的機遇；而科技的進(jìn)步則為其提供了更為寬闊的技術(shù)物質(zhì)平臺。同時,DM廣告也面臨著一些不可回避的困難,比如社會認(rèn)可程度低,數(shù)據(jù)庫建設(shè)不完善,缺乏有效的內(nèi)容支持,市場管理規(guī)范缺失等。所以DM廣告要想獲得持續(xù)發(fā)展,需要從各方面進(jìn)行努力,首先要從中國傳統(tǒng)文化下的消費心理出發(fā),來發(fā)展中國DM廣告設(shè)計；其次進(jìn)行DM廣告形式上的整合,開發(fā)直郵媒體,加強數(shù)據(jù)庫建設(shè),使用新媒體技術(shù)等；同時加強DM廣告行業(yè)的監(jiān)督管理體制。為DM廣告在中國這一消費社會下的發(fā)展提供一個穩(wěn)定的社會環(huán)境。 以上是對消費社會背景下中國DM廣告的初步探討,以期為后續(xù)的更為深入的研究做出總體方向的參考。
[Abstract]:With the development of commodity economy and the abundance of social material, consumption is becoming an important part of people's life. The western countries that first entered the consumer society, wrapped in the concept of consumerism, gradually infiltrated the consumption culture into the world, so consumer culture has gradually become a mainstream culture of society. With the rapid development of DM advertisement in recent years, more and more DM advertisements enter the consumers'sight. Nowadays, DM advertisement has become the most frequently used word when people express the current advertisement, and it has developed rapidly under the background of consumer society. Firstly, the paper analyzes the consumer society, and points out the form, characteristics, theoretical support and the status quo of the consumer society in China. Secondly, it analyzes the meaning, development status, advantages and disadvantages of DM advertisement at home and abroad, and compares the development of DM advertisement at home and abroad. Thirdly, this paper analyzes the opportunities and challenges of DM advertising in China under the background of consumption society. For example, the change of the social consumption environment provides it with the soil and air to survive; the change of the psychology of the social consumption group provides it with an opportunity for development; and the progress of science and technology provides it with a broader platform of technological material. At the same time, DM advertising also faces some unavoidable difficulties, such as low degree of social recognition, imperfect database construction, lack of effective content support, lack of market management norms and so on. Therefore, in order to achieve sustainable development of DM advertising, we need to make efforts from various aspects. First, we should start from the consumer psychology of Chinese traditional culture to develop the design of DM advertising in China; secondly, we should integrate DM advertisements in a formal way and develop direct mail media. Strengthen database construction, use new media technology, and strengthen the supervision and management system of DM advertising industry. To provide a stable social environment for DM advertising in China under the development of this consumer society. The above is a preliminary study of DM advertising in China in the context of consumer society, with a view to making a general reference for further research.
【學(xué)位授予單位】：哈爾濱師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.8

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本文編號：1979142