廣告在當(dāng)今社會中發(fā)揮著越來越重要的作用,其最終目的是勸說消費者購買產(chǎn)品或改變其想法。勸說是影響他人的獨立思想和行為的一門人類交流的藝術(shù)。勸說自古以來就是西方修辭學(xué)的核心內(nèi)容,古代主要應(yīng)用于公眾演說和法庭論辯,現(xiàn)在則應(yīng)用于人類的各種交往活動中。我們知道,廣告研究與心理學(xué)密切相關(guān),但廣告是現(xiàn)代修辭學(xué)的新的表現(xiàn)形式,這一點我們則了解得不多。因此本文意在探討廣告人應(yīng)如何將勸說理論應(yīng)用到消費者的心理分析中去,使得廣告策劃取得最大成功。 國內(nèi)很多學(xué)者在廣告心理學(xué)領(lǐng)域取得了卓越的成就,但是他們當(dāng)中對勸說藝術(shù)進行系統(tǒng)研究的卻寥寥無幾,一些廣告人甚至不知道他們在創(chuàng)作廣告的過程中運用了勸說這門傳統(tǒng)的修辭學(xué)問。 本文力求彌補國內(nèi)廣告研究領(lǐng)域的這塊空白,引進西方系統(tǒng)的勸說理論,對廣告案例中具體應(yīng)用的勸說策略進行了詳細的闡述。這項研究借鑒了國外大量與勸說及廣告心理研究有關(guān)的成果,分析了理論家提出的四種勸說理論,包括詹姆斯·維克瑞的潛意識理論,貝蒂與凱瑟坡的推敲可能性理論,布魯克斯的期望值理論和費斯蒂格的認知差異理論。借助四種勸說理論構(gòu)建了一個理論框架,用以分析如何根據(jù)消費者的心理狀況在廣告中使用勸說... 

【文章來源】：廣西大學(xué)廣西壯族自治區(qū) 211工程院校

【文章頁數(shù)】：61 頁

【學(xué)位級別】：碩士

【文章目錄】：
Abstract in Chinese
Abstract in English
1 Introduction
    1.1 The Significance of the Study
    1.2 Rationale
    1.3 Data Collection and Research Method
    1.4 Objectives of the Present Study
    1.5 The Rough Structure of the Thesis
2 Advertising Psychology and Persuasion
    2.1 Studies of Advertising Psychology
        2.1.1 The Importance of Advertising
        2.1.2 Psychology of Advertising
        2.1.3 Advertising Psychology and Persuasion
    2.2 A General Introduction to Persuasion
        2.2.1 Definition of Persuasion
        2.2.2 The Relationship Between Persuasion and Rhetoric
        2.2.3 The Importance of Persuasion
        2.2.4 Goals of Persuasion
3 Theoretical Framework
    3.1 Consumer Perception and Subliminal Persuasive Theory
        3.1.1 The Consumer Perception Process
        3.1.2 Perceptual Selection
        3.1.3 The Application of Subliminal Persuasive Theory
    3.2 Consumer Learning and Elaboration Likelihood Model
        3.2.1 The Consumer Learning Process
        3.2.2 The Application of Elaboration Likelihood Model
    3.3 Consumer Motivation and Expectancy Theory
        3.3.1 The Consumer Motivation Process
        3.3.2 The Application of Expectancy Theory
    3.4 Consumer Attitude Change and Cognitive Dissonance Theory
        3.4.1 The Consumer Attitude Change process
        3.4.2 The Application of Cognitive Dissonance Theory
4 Persuasive Strategies in Advertising Communication
    4.1 Components of Advertising Communication
    4.2 The Source and The Audience
        4.2.1 Source Credibility
        4.2.2 Influence on the Target Audience
    4.3 Message Strategies
        4.3.1 Advertising language and persuasion
        4.3.2 Message Presentation
        4.3.3 Advertising Appeals
5 Conclusion
Bibliography
Acknowledgements
攻讀學(xué)位期間發(fā)表的學(xué)術(shù)論文



本文編號：3101094