危機風(fēng)險中廣告?zhèn)鞑サ娜宋恼?/H1>
發(fā)布時間：2018-06-28 01:47
本文選題：危機風(fēng)險 + 廣告?zhèn)鞑?/strong> ； 參考：《湖北工業(yè)大學(xué)》2009年碩士論文
【摘要】： 中國正在進(jìn)入風(fēng)險社會,各種危機正以蝴蝶效應(yīng)和骨牌現(xiàn)象的方式表現(xiàn)出其強大的生命力。如何應(yīng)對危機,一時成為社會熱點。近年來危機處理的諸多案例表明,危機拯救中人文關(guān)懷的缺乏,是其失敗的一個重要因素;而關(guān)于危機風(fēng)險的相關(guān)研究,則往往把廣告?zhèn)鞑佋谝贿�。危機拯救中人文關(guān)懷的缺失意味著什么?廣告在其中能起到什么樣的積極作用? 有鑒于此,而本文決定跳出傳統(tǒng)研究的窠臼,將“危機風(fēng)險拯救”的論題,放在“藝術(shù)和人文”的學(xué)科視野之內(nèi),借助整合營銷傳播理論和社會營銷觀念作為主要的理論資源,取“整合傳播、立足社會”和“公關(guān)向左、廣告向右”的研究思路,采用定性分析和案例歸納等研究方法,對以上問題做初步探究。 文章首先探討了風(fēng)險社會漸趨形成的背景下當(dāng)代社會危機的常態(tài)化表現(xiàn)及其應(yīng)對難題。不管是外部因素還是人為原因,都可能誘發(fā)危機,這給危機拯救帶來了新的挑戰(zhàn)。危機公關(guān)在人文關(guān)懷上先天不足、后天沉淪的缺陷使得它常常難以奏效,而廣告?zhèn)鞑サ默F(xiàn)狀又極其尷尬。作者以此分析了為什么要對危機風(fēng)險話題進(jìn)行研究。 筆者認(rèn)為,我們既要認(rèn)識到廣告的消極因素,更要看到廣告在人文關(guān)懷和審美熏陶方面的強大功能,這是其他危機應(yīng)對策略所不具有的。通過廣告?zhèn)鞑ξC進(jìn)行人文拯救,需要充分挖掘廣告?zhèn)鞑ブ幸匀藶楸尽r值傳承、意見領(lǐng)袖、情感共鳴和美學(xué)體驗的特點,來拯救危機中公眾及消費者脆弱的心靈和質(zhì)疑的態(tài)度,以換來對企業(yè)的信任、對消費的信心抑或?qū)Ω鞣N行為的反省和規(guī)范。 基于以上分析,筆者建議,在危機預(yù)警階段、危機爆發(fā)階段以及危機的善后處理階段分別采用適時適當(dāng)?shù)膹V告策略;針對危機的不同主體,也應(yīng)采取相應(yīng)的廣告策略。通過對綠色廣告的提倡來抵制惡俗廣告,使廣告環(huán)境更為合理,使廣告生態(tài)更為和諧。同時強調(diào),廣告?zhèn)鞑ヒ残枰凸P(guān)整合協(xié)同。 本文的研究對實戰(zhàn)和理論均有一定的意義。在現(xiàn)實上,幫助危機中的主體全面地認(rèn)識危機并游刃有余地應(yīng)對。在理論上,以多個學(xué)科的理論為視角,全面宏觀地把握危機,并實行了廣告學(xué)學(xué)科在危機風(fēng)險理論方面的探討。
[Abstract]:China is entering a risk society, and various crises are showing its strong vitality in the form of butterfly effect and dominating phenomenon. How to deal with the crisis has become a social hot spot for a while. In recent years, many cases of crisis management show that the lack of humanistic care in crisis rescue is an important factor in its failure, and the related research on crisis risk often leaves advertising behind. What does the lack of humanistic care mean in crisis rescue? What kind of positive effect can advertisement play in it? In view of this, this paper decided to jump out of the traditional research pattern, put the topic of "crisis risk rescue" in the field of "Art and Humanities", with the help of integrated marketing communication theory and social marketing concept as the main theoretical resources. Taking the ideas of "integrated communication, based on the society" and "public relations to the left, advertising to the right", qualitative analysis and case study methods are adopted to make a preliminary exploration of the above problems. This paper first discusses the normalization of the contemporary social crisis in the background of the gradual formation of the risk society and how to deal with the problems. Both external and human causes can lead to crises, which poses new challenges to crisis rescue. The crisis public relations in the humanities concern innate insufficiency, the day after tomorrow sink the flaw to make it often difficult to work, and the advertisement dissemination present situation is extremely awkward. Based on this, the author analyzes why the topic of crisis risk should be studied. The author believes that we should not only recognize the negative factors of advertising, but also see the strong function of advertising in humanistic care and aesthetic edification, which is not available in other crisis coping strategies. In order to save the crisis through advertising communication, we need to fully explore the characteristics of people-oriented, value inheritance, opinion leaders, emotional resonance and aesthetic experience in advertising communication. To save the fragile hearts and attitudes of the public and consumers in the crisis, in exchange for trust in enterprises, confidence in consumption, or the reflection and regulation of various behaviors. Based on the above analysis, the author suggests that the appropriate advertising strategies should be adopted in the crisis early warning stage, the crisis outbreak stage and the crisis post-treatment stage, and the corresponding advertising strategies should be adopted for the different subjects of the crisis. Through the promotion of green advertising to resist vulgar advertising, the advertising environment is more reasonable and advertising ecology is more harmonious. At the same time, advertising communication also needs to coordinate with PR integration. The research of this paper has certain significance to both actual combat and theory. In reality, help the subject of the crisis to fully understand the crisis and deal with it. In theory, from the perspective of the theory of many disciplines, we grasp the crisis in a comprehensive and macro way, and carry out the discussion of the theory of crisis risk in the subject of advertising.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：C912;G206
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 馬躍;危機公關(guān)與媒體溝通[J];今傳媒;2005年05期
2 任琦 ,倪燕;重視危機公關(guān)的媒介策略[J];傳媒觀察;2004年09期
3 李正國;;危機公關(guān)·媒體角色與國家形象的修復(fù)[J];中國廣播電視學(xué)刊;2006年03期
4 傅光成;“4P”“4C”“4S”三位一體的結(jié)合與應(yīng)用[J];華東經(jīng)濟管理;2004年04期
5 游昌喬;;5S原則:寓言故事里的危機公關(guān)策略[J];決策;2007年01期
6 李萌;;金融風(fēng)險管理:如何預(yù)知“黑天鵝”?[J];中國經(jīng)濟周刊;2009年Z1期
7 奚慧;;基于品牌接觸點的危機管理研究[J];理論界;2008年01期
8 陳力丹;汪露;;輿論監(jiān)督與企業(yè)的危機公關(guān)——富士康訴《第一財經(jīng)日報》案引發(fā)的思考[J];新聞界;2006年05期
9 駱正林;危機公關(guān)的媒體對策[J];青年記者;2004年08期
10 盧芳;;論廣告發(fā)展與現(xiàn)代廣告設(shè)計藝術(shù)教育[J];設(shè)計藝術(shù);2002年04期
，
本文編號：2076170
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2076170.html
本文選題：危機風(fēng)險 + 廣告?zhèn)鞑?/strong> ； 參考：《湖北工業(yè)大學(xué)》2009年碩士論文
【摘要】： 中國正在進(jìn)入風(fēng)險社會,各種危機正以蝴蝶效應(yīng)和骨牌現(xiàn)象的方式表現(xiàn)出其強大的生命力。如何應(yīng)對危機,一時成為社會熱點。近年來危機處理的諸多案例表明,危機拯救中人文關(guān)懷的缺乏,是其失敗的一個重要因素;而關(guān)于危機風(fēng)險的相關(guān)研究,則往往把廣告?zhèn)鞑佋谝贿�。危機拯救中人文關(guān)懷的缺失意味著什么?廣告在其中能起到什么樣的積極作用? 有鑒于此,而本文決定跳出傳統(tǒng)研究的窠臼,將“危機風(fēng)險拯救”的論題,放在“藝術(shù)和人文”的學(xué)科視野之內(nèi),借助整合營銷傳播理論和社會營銷觀念作為主要的理論資源,取“整合傳播、立足社會”和“公關(guān)向左、廣告向右”的研究思路,采用定性分析和案例歸納等研究方法,對以上問題做初步探究。 文章首先探討了風(fēng)險社會漸趨形成的背景下當(dāng)代社會危機的常態(tài)化表現(xiàn)及其應(yīng)對難題。不管是外部因素還是人為原因,都可能誘發(fā)危機,這給危機拯救帶來了新的挑戰(zhàn)。危機公關(guān)在人文關(guān)懷上先天不足、后天沉淪的缺陷使得它常常難以奏效,而廣告?zhèn)鞑サ默F(xiàn)狀又極其尷尬。作者以此分析了為什么要對危機風(fēng)險話題進(jìn)行研究。 筆者認(rèn)為,我們既要認(rèn)識到廣告的消極因素,更要看到廣告在人文關(guān)懷和審美熏陶方面的強大功能,這是其他危機應(yīng)對策略所不具有的。通過廣告?zhèn)鞑ξC進(jìn)行人文拯救,需要充分挖掘廣告?zhèn)鞑ブ幸匀藶楸尽r值傳承、意見領(lǐng)袖、情感共鳴和美學(xué)體驗的特點,來拯救危機中公眾及消費者脆弱的心靈和質(zhì)疑的態(tài)度,以換來對企業(yè)的信任、對消費的信心抑或?qū)Ω鞣N行為的反省和規(guī)范。 基于以上分析,筆者建議,在危機預(yù)警階段、危機爆發(fā)階段以及危機的善后處理階段分別采用適時適當(dāng)?shù)膹V告策略;針對危機的不同主體,也應(yīng)采取相應(yīng)的廣告策略。通過對綠色廣告的提倡來抵制惡俗廣告,使廣告環(huán)境更為合理,使廣告生態(tài)更為和諧。同時強調(diào),廣告?zhèn)鞑ヒ残枰凸P(guān)整合協(xié)同。 本文的研究對實戰(zhàn)和理論均有一定的意義。在現(xiàn)實上,幫助危機中的主體全面地認(rèn)識危機并游刃有余地應(yīng)對。在理論上,以多個學(xué)科的理論為視角,全面宏觀地把握危機,并實行了廣告學(xué)學(xué)科在危機風(fēng)險理論方面的探討。
[Abstract]:China is entering a risk society, and various crises are showing its strong vitality in the form of butterfly effect and dominating phenomenon. How to deal with the crisis has become a social hot spot for a while. In recent years, many cases of crisis management show that the lack of humanistic care in crisis rescue is an important factor in its failure, and the related research on crisis risk often leaves advertising behind. What does the lack of humanistic care mean in crisis rescue? What kind of positive effect can advertisement play in it? In view of this, this paper decided to jump out of the traditional research pattern, put the topic of "crisis risk rescue" in the field of "Art and Humanities", with the help of integrated marketing communication theory and social marketing concept as the main theoretical resources. Taking the ideas of "integrated communication, based on the society" and "public relations to the left, advertising to the right", qualitative analysis and case study methods are adopted to make a preliminary exploration of the above problems. This paper first discusses the normalization of the contemporary social crisis in the background of the gradual formation of the risk society and how to deal with the problems. Both external and human causes can lead to crises, which poses new challenges to crisis rescue. The crisis public relations in the humanities concern innate insufficiency, the day after tomorrow sink the flaw to make it often difficult to work, and the advertisement dissemination present situation is extremely awkward. Based on this, the author analyzes why the topic of crisis risk should be studied. The author believes that we should not only recognize the negative factors of advertising, but also see the strong function of advertising in humanistic care and aesthetic edification, which is not available in other crisis coping strategies. In order to save the crisis through advertising communication, we need to fully explore the characteristics of people-oriented, value inheritance, opinion leaders, emotional resonance and aesthetic experience in advertising communication. To save the fragile hearts and attitudes of the public and consumers in the crisis, in exchange for trust in enterprises, confidence in consumption, or the reflection and regulation of various behaviors. Based on the above analysis, the author suggests that the appropriate advertising strategies should be adopted in the crisis early warning stage, the crisis outbreak stage and the crisis post-treatment stage, and the corresponding advertising strategies should be adopted for the different subjects of the crisis. Through the promotion of green advertising to resist vulgar advertising, the advertising environment is more reasonable and advertising ecology is more harmonious. At the same time, advertising communication also needs to coordinate with PR integration. The research of this paper has certain significance to both actual combat and theory. In reality, help the subject of the crisis to fully understand the crisis and deal with it. In theory, from the perspective of the theory of many disciplines, we grasp the crisis in a comprehensive and macro way, and carry out the discussion of the theory of crisis risk in the subject of advertising.
【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：C912;G206
【參考文獻(xiàn)】
相關(guān)期刊論文 前10條
1 馬躍;危機公關(guān)與媒體溝通[J];今傳媒;2005年05期
2 任琦 ,倪燕;重視危機公關(guān)的媒介策略[J];傳媒觀察;2004年09期
3 李正國;;危機公關(guān)·媒體角色與國家形象的修復(fù)[J];中國廣播電視學(xué)刊;2006年03期
4 傅光成;“4P”“4C”“4S”三位一體的結(jié)合與應(yīng)用[J];華東經(jīng)濟管理;2004年04期
5 游昌喬;;5S原則:寓言故事里的危機公關(guān)策略[J];決策;2007年01期
6 李萌;;金融風(fēng)險管理:如何預(yù)知“黑天鵝”?[J];中國經(jīng)濟周刊;2009年Z1期
7 奚慧;;基于品牌接觸點的危機管理研究[J];理論界;2008年01期
8 陳力丹;汪露;;輿論監(jiān)督與企業(yè)的危機公關(guān)——富士康訴《第一財經(jīng)日報》案引發(fā)的思考[J];新聞界;2006年05期
9 駱正林;危機公關(guān)的媒體對策[J];青年記者;2004年08期
10 盧芳;;論廣告發(fā)展與現(xiàn)代廣告設(shè)計藝術(shù)教育[J];設(shè)計藝術(shù);2002年04期
，本文編號：2076170
本文鏈接：http://sikaile.net/wenyilunwen/guanggaoshejilunwen/2076170.html
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