【摘要】： 整合營(yíng)銷傳播時(shí)代日益同質(zhì)化的企業(yè)和產(chǎn)品呼喚更有效的廣告形式,大眾文化背景下日益娛樂化的傳媒和受眾共同掀起造星、追星的熱潮,因此明星與廣告的結(jié)合成為消除消費(fèi)者廣告心理壁壘的有利方式之一。但不少企業(yè)盲目跟風(fēng)、模仿,明星廣告的經(jīng)濟(jì)風(fēng)險(xiǎn)日益凸現(xiàn)。與此同時(shí),虛假宣傳、不良導(dǎo)向等道德失范問題的出現(xiàn)使明星廣告成為一個(gè)不容忽視的社會(huì)問題。 隨著我國(guó)明星廣告問題逐漸成為社會(huì)熱點(diǎn),更由于其潛在的經(jīng)濟(jì)風(fēng)險(xiǎn)和倫理危機(jī),學(xué)術(shù)界對(duì)明星廣告也開始關(guān)注。但目前的研究并未對(duì)其進(jìn)行系統(tǒng)地梳理,視角比較單一;同時(shí)這些研究著重于實(shí)踐應(yīng)用層面,理論深度仍顯不夠,亟待全面、系統(tǒng)的研究。 鑒于此課題緊迫的現(xiàn)實(shí)意義和重要的理論意義,本論文將從心理學(xué)、傳播學(xué)和倫理學(xué)三個(gè)角度對(duì)我國(guó)的明星廣告進(jìn)行全面、系統(tǒng)的剖析,最終希望能將以上研究成果運(yùn)用于明星廣告的設(shè)計(jì)、創(chuàng)意、發(fā)布、監(jiān)管等實(shí)際工作中。 研究結(jié)果表明,大眾文化背景下大量“消費(fèi)偶像”的出現(xiàn),以及明星崇拜心理的形成是明星廣告成功的心理基礎(chǔ)。但受到明星、產(chǎn)品和廣告三者關(guān)系的影響,并非所有的明星廣告都能達(dá)到預(yù)期的傳播效果。在整合營(yíng)銷傳播的市場(chǎng)環(huán)境中,明星廣告必須服從于企業(yè)的品牌戰(zhàn)略和營(yíng)銷目標(biāo),與其他營(yíng)銷推廣要素科學(xué)整合,并不斷創(chuàng)新自身形式,才能引起消費(fèi)者注意,并最終促使其發(fā)生購(gòu)買行為。由于兼具明星的公眾性和廣告的社會(huì)性,明星廣告在引導(dǎo)消費(fèi)的同時(shí),還應(yīng)對(duì)社會(huì)價(jià)值體系的構(gòu)建,和大眾生活方式的導(dǎo)向承擔(dān)起一定的倫理責(zé)任。針對(duì)目前明星廣告出現(xiàn)的虛假、內(nèi)容、性別、收入等方面?zhèn)惱硎Х兜膯栴},只有采取經(jīng)濟(jì)、法律等他律手段和道德自律相結(jié)合的方式才能標(biāo)本兼治。
[Abstract]:The increasingly homogeneous enterprises and products in the era of integrated marketing communication call for more effective advertising forms, and the increasingly entertainable media and audiences in the context of popular culture jointly set off an upsurge of star-making and star-chasing. Therefore, the combination of star and advertising has become one of the favorable ways to eliminate the psychological barrier of consumer advertising. But many enterprises blindly follow the trend, imitation, star advertising increasingly prominent economic risks. At the same time, the appearance of false propaganda, bad guidance and other moral problems make star advertisement a social problem that can not be ignored. With the problem of star advertisement in our country gradually becoming a social hot spot, because of its potential economic risk and ethical crisis, the academic circles also begin to pay attention to star advertisement. However, the current research has not been systematically combed, the perspective is relatively simple; at the same time, these studies focus on the practical application level, theoretical depth is still not enough, need to be comprehensive, systematic research. In view of the urgent practical significance and important theoretical significance of this subject, this paper will analyze the star advertisement in our country comprehensively and systematically from the three angles of psychology, communication and ethics. Finally, I hope to apply the above research results to the design, creativity, release, supervision and other practical work of star advertising. The results show that the emergence of a large number of "consumer idols" and the formation of star worship psychology are the psychological basis for the success of star advertising. However, influenced by the relationship among star, product and advertisement, not all star advertisements can achieve the desired communication effect. In the market environment of integrated marketing communication, star advertisement must serve the enterprise's brand strategy and marketing target, integrate with other marketing promotion elements scientifically, and constantly innovate its own form, in order to attract consumers' attention. And ultimately promote its purchase behavior. Because of the public nature of the star and the sociality of the advertisement, the star advertisement should take a certain ethical responsibility for the construction of the social value system and the guidance of the mass life style while guiding the consumption. In view of the false, content, gender, income and other ethical problems in star advertisements, only by combining other means such as economy, law and moral self-discipline can we deal with both symptoms and symptoms.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類號(hào)】：G206;F713.8

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 楊玲玲;名人廣告?zhèn)惱韱栴}及其對(duì)策研究[D];新疆師范大學(xué);2010年

2 鄧麗紅;影視明星負(fù)頁(yè)新聞研究[D];南京師范大學(xué);2012年

，

本文編號(hào)：2420597