我國(guó)恐懼廣告?zhèn)惱韱栴}及對(duì)策研究
發(fā)布時(shí)間：2018-06-17 20:44
本文選題：恐懼廣告 + 廣告?zhèn)惱?/strong> ； 參考：《山西大學(xué)》2016年碩士論文
【摘要】：伴隨著改革的春風(fēng),我國(guó)廣告業(yè)進(jìn)入了快速發(fā)展期,受眾的生活方式和消費(fèi)方式的變化,使得廣告的訴求方式日漸多樣化,廣告創(chuàng)意層出不窮,更加注重對(duì)受眾心理和情緒的把控�？謶謴V告作為廣告重要的創(chuàng)意表現(xiàn)形式之一,越來越得到廣告行業(yè)主體的認(rèn)可和青睞�？謶謴V告憑借其強(qiáng)烈的震撼性、奇異性,與受眾追求個(gè)性化、趨利避害的心理相結(jié)合,最大程度的刺激了受眾的感官神經(jīng),迸發(fā)了廣告營(yíng)銷的新形式,掀起了消費(fèi)的新熱情。但是,恐懼廣告在傳播信息,促使受眾態(tài)度和行為發(fā)生改變的同時(shí),也帶來了諸多社會(huì)倫理問題,如給公眾生活產(chǎn)生不良影響、給青少年和特殊群體帶來負(fù)面影響、異化消費(fèi)行為、消解社會(huì)誠(chéng)信,降低審美趣味等,這些倫理問題具體表現(xiàn)為恐懼廣告的主題和表現(xiàn)方式的倫理失范,其產(chǎn)生的原因既有主觀,也有客觀。如廣告主體經(jīng)濟(jì)效益凌駕于社會(huì)效益之上、轉(zhuǎn)型期社會(huì)價(jià)值觀的變化、行業(yè)內(nèi)部發(fā)展機(jī)制不完善等等。目前我國(guó)對(duì)恐懼廣告的研究還不是很廣泛,因此對(duì)恐懼廣告?zhèn)惱韱栴}的研究頗為必要。本文運(yùn)用文本分析和內(nèi)容分析研究方法,在廣告?zhèn)惱淼幕究蚣芟聦徱暜?dāng)前"恐懼廣告"中的種種倫理缺失現(xiàn)象,從學(xué)理上界定恐懼廣告與恐懼廣告?zhèn)惱?歸納出其特點(diǎn)、分類和倫理失范的表現(xiàn)形式,最后本文針對(duì)性的提出加強(qiáng)恐懼廣告設(shè)計(jì)、語(yǔ)言的倫理規(guī)范、完善恐懼廣告?zhèn)惱淼赖麦w系、加強(qiáng)廣告行業(yè)自律、健全廣告監(jiān)督管理體系四個(gè)策略,以期借此來規(guī)范恐懼廣告的創(chuàng)作與運(yùn)用,對(duì)今后的恐懼廣告創(chuàng)意、策劃起到參考作用,達(dá)到一定的學(xué)術(shù)研究?jī)r(jià)值。
[Abstract]:With the spring wind of reform, China's advertising industry has entered a period of rapid development, the audience's way of life and consumption style changes, making the advertising appeal way increasingly diversified, advertising creative emerge in endlessly. Pay more attention to the psychological and emotional control of the audience. As one of the important creative forms of advertising, fear advertising is more and more recognized and favored by the advertising industry. Because of its strong shock, strange heterogeneity, combining with the psychology of the audience pursuing individuation, seeking advantages and avoiding disadvantages, fear advertisement stimulates the sensual nerve of the audience to the greatest extent, burst out the new form of advertising marketing and set off the new enthusiasm of consumption. However, while spreading information and promoting changes in the attitudes and behaviors of the audience, fear advertising also brings many social and ethical issues, such as negative impact on public life, negative impact on adolescents and special groups. Dissimilation of consumption behavior, dissolving social integrity and lowering aesthetic taste, these ethical problems are concretely manifested in the ethical anomie of the theme of fear advertising and the way of expression, which are caused by both subjective and objective reasons. For example, the economic benefits of advertising subjects are superior to social benefits, the changes of social values in the transition period, the imperfect development mechanism within the industry and so on. At present, the research on fear advertising in China is not very extensive, so it is necessary to study the ethics of fear advertising. In this paper, we use the methods of text analysis and content analysis to examine the current "fear advertising" in the basic framework of advertising ethics, define fear advertising and fear advertising ethics, and summarize its characteristics. Finally, this paper proposes four strategies to strengthen the design of fear advertising, the ethical norms of language, improve the ethical and moral system of fear advertising, strengthen the self-discipline of advertising industry, and improve the system of advertising supervision and management. In order to standardize the creation and application of fear advertising, it can serve as a reference for the creativity and planning of fear advertising in the future, and achieve a certain academic research value.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.8
【參考文獻(xiàn)】
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