發(fā)布時(shí)間：2018-11-01 14:56

【摘要】：二十世紀(jì)傳播效果理論的三個(gè)轉(zhuǎn)向，逐步確立了受眾在傳播過(guò)程中的主體地位，這是人性的勝利。漸化到廣告領(lǐng)域的表征，就是九十年代以來(lái)感性廣告占據(jù)了主導(dǎo)地位，廣告效果的生成機(jī)制中，消費(fèi)者的個(gè)性、心理過(guò)程更多地成為業(yè)界的研究重點(diǎn)。所以本研究為了揭示感性廣告對(duì)不同年齡層次的消費(fèi)者實(shí)際產(chǎn)生的效果情況，以在校的青少年作為研究的對(duì)象，，結(jié)合相關(guān)的理論和研究成果，借助實(shí)證研究的方法，對(duì)此進(jìn)行了初步的探討。本論文的研究采用問(wèn)卷法，先在系統(tǒng)分析和文獻(xiàn)研究的基礎(chǔ)上，提出問(wèn)題及理論的假設(shè)，在參考已有問(wèn)卷的基礎(chǔ)之上，自行設(shè)計(jì)了一份調(diào)查問(wèn)卷。經(jīng)過(guò)小樣本預(yù)測(cè)、修正，形成了一份包括七十個(gè)項(xiàng)目的正式問(wèn)卷。以青少年為研究對(duì)象，通過(guò)對(duì)樣本的現(xiàn)場(chǎng)施測(cè)，回收有效問(wèn)卷174份，數(shù)據(jù)經(jīng)統(tǒng)計(jì)分析，結(jié)果與研究的假設(shè)基本一致，基本達(dá)到預(yù)定的目的。主要結(jié)果如下：青少年對(duì)于不同的產(chǎn)品的廣告效果都會(huì)因?yàn)楦行缘脑V求方式而改變，但低涉入產(chǎn)品較高涉入產(chǎn)品改變程度更高，在有促銷(xiāo)的情景下表現(xiàn)更為突出。高涉入程度產(chǎn)品在促銷(xiāo)的情景下效果變化不夠顯著。這些結(jié)論對(duì)目前快速消費(fèi)品、耐用消費(fèi)品在針對(duì)青少年目標(biāo)消費(fèi)群實(shí)施廣告策略時(shí)具有一定的參考意義。另外，本研究所遺留的問(wèn)題也給本課題未來(lái)的研究者們提供了進(jìn)一步研究的空間。
[Abstract]:The three turns of the theory of communication effect in the 20 ~ (th) century gradually established the main position of the audience in the process of communication, which is the victory of human nature. The gradual representation in the field of advertising is that perceptual advertising has occupied a dominant position since the 1990s. In the generation mechanism of advertising effect, consumers' personality and psychological process have become the focus of research in the industry. Therefore, in order to reveal the actual effect of perceptual advertising on consumers of different age levels, this study takes teenagers in school as the object of study, combined with relevant theories and research results, with the help of empirical research methods. This article has carried on the preliminary discussion to this. Based on the systematic analysis and literature research, this paper presents the questions and theoretical assumptions, and designs a questionnaire based on the existing questionnaires. A formal questionnaire consisting of 70 items was formed after a small sample prediction and revision. Taking teenagers as the research object, 174 valid questionnaires were collected through the field test of the samples. The data were statistically analyzed and the results were basically consistent with the hypothesis of the study, and the intended purpose was basically achieved. The main results are as follows: the advertising effect of teenagers for different products will be changed because of perceptual appeal, but the low involvement product is higher than the high involvement product, and the performance is more prominent under the situation of promotion. The effect of high-involvement product is not significant enough under the circumstance of promotion. These conclusions have some reference significance for FMCG and consumer durables in implementing advertising strategy for the target consumer groups of adolescents. In addition, the problems left by this study also provide further research space for future researchers.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2004
【分類(lèi)號(hào)】：G206

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前1條

1 王霞;顧客滿(mǎn)意對(duì)價(jià)格容忍度的影響研究[D];清華大學(xué);2005年

相關(guān)碩士學(xué)位論文 前1條

1 田婷婷;訴求方式、表現(xiàn)形式及網(wǎng)絡(luò)口碑對(duì)微博廣告心理效果的影響[D];蘇州大學(xué);2012年

本文編號(hào)：2304261