我国明星广告的多维审视

湖南大学硕士学位论文我国明星广告的多维审视姓名：胡仁春申请学位级别：硕士专业：传播学指导教师：姚曦20070430IIIAbstractIntheconformitymarketingdisseminationtime,enterpriseandtheproductunderhomogenizationsummonsmoreeffectiveadvertisingform.Meanwhile,underthemassculturebackground,moreandmoreentertainingmediaandtheaudiencesraisetheupsurgeofstarproducingandpursuing.Therefore,thecombinationofstarandadvertisementbecomesoneofthepowerfulwaysofeliminatingconsumers’advertisingpsychologybarriers.Butmanyenterprisesgotlostinimitationandtheeconomicalriskofcelebrity-basedadvertisingisrising.Phenomenaofnormaldeviation,likefalsedrumbeatingandsavors,whichoccurtogetherwithitleadcelebrity-basedadvertisingintooneofthosesocialproblemswhichrequiresmoreattention.Celebrity-basedadvertisementsaregettingmoreandmoreattentioninacademicfields,becauseofitslatenteconomicalrisksandethicalquestions.Butsomeofpreviousresearchlimitedoncertainangleswithoutawholepictureandsimultaneouslymoretheoreticalsupportarerequiredfortheirapplicationonpracticestratification.Hence,moresystematicresearchisintheneed.Inviewofitsurgentpracticalandtheoreticalsignificance,thecurrentpaperexaminesthetopicfromthreeaspects,psychology,disseminationandethics,aimingtoutilizetheresearchresultsinpracticalaspectsofcelebrity-basedadvertising,suchasdesign,creativity,issuance,supervisingandmanaging.Findingsofresearchindicatedthatthesuccessofcelebrity-basedadvertisingmainlycomesfromstarworshipsandidol–orientedconsumingundermassculturebackground.Butduetointerrelationshipamongstars,productsandadvertising,notallcelebrity-basedadvertisementscanachievetheanticipateddisseminationeffect.Intheenvironmentofconformitymarketingdissemination,thecelebrity-basedadvertisingmustobeyenterprises’brandstrategiesandmarketinggoals,andconformedwelltoothermarketingpromotionfactors.Meanwhileunceasingforminnovationisinneedaswell.Onlybyalltheseeffortcanadvertisementsattractconsumers’attentionandsucceedtowinthepurchase.Asaresultofstars’publicityeffectandthesocialityofadvertisement,thecelebrity-basedadvertisingshouldtakeresponsibilityinsocialsystemconstructionandguidanceofpopulacelifestyle.ThepretenceofethicsandquestionablecontentofIIIusingsexandgreedhavebecomethenorm.Thecombiningofheteronomymethods,economiclawandmoralautonomycanbeusedtounifyandtotreatthesymptomsandthecausesofcelebrity-basedadvertising.KeyWords:Celebrity-basedadvertising;Psychologicalprinciple;Disseminationstrategy;Ethicsstandard1______21120301.11.1.1110011002002(ALRies)(LauraRies)(TheFallofAdvertisingandTheRiseofPR)(SergioZyman)(ArminBroit)(TheEndofAdvertisingasWeKnowIt)1.1.1.12206.5201934..2000267.——.20064101319331.1.1.1197939198119881989..2000268..20002684199310031100199812199940760%1999“”TCL1.1.2..2004170.25.2004345(1)(2)(3)(4)1.21.2.120191019271910()()•..1973713.‘’.2005-12-2761932•..1995266.——.2003158..19899171.2.2.20011238..20051163..199433481.31.3.190()1998122191.3.2201949•1979(Friedman.L)1994•Donald.Katz•5001995KamakuraW.A1999Janet.M2002(McDonald.D)GeorgeMasonUniversity•TylerCowen101.41.1112——AIDMAAIDMAAttentionInterestDesireMemoryActionAIDM2.11997MichaelHGoldhaberAttentionShoppers——2.1.1..2000110122040202020402.1.22020.——.200398-99..2001-12-2713beseenseebeseen2.22.2.1J.Piaget..2001172..2001204-205.——.2003620..2000161-162142.2.22.2.2.12.2.2.2..2003109-110..199955152.2.2.316.——.2003198162.2.2.4PKPKPK20052.32.3.12060..20032155..200388-91172.12.3.22020()..200388-9118——20‘’2.3.2.1F4V92.3.2.2——..199322192.4(4332)0.6%30.0%(3298)47.2%.·1979-2003.200363-64.91.8%.2007-04-10203→→3.1195510080..2004(2)1182160003.2USPUniqueSellingPropositionUSP16401245..2003269-270..()..20061204..1999197198..1999210==233.3.2(credibility)(expertness)..19992012420002.692.441020051518TwinsSHE2005150%F43.4.·1979-2003.200359-62..1999191..20066352520011998MTV2060House20073..2004320263.53P(Pervasive-ness)(Preference)(Pricetovalue)51999askformoreTTNBA3.6..’mLovingIt365105M-ZoneM+20042012..=2392005-07-27..=2392005-07-272820062008201020122012004150450100..•ethoscustomorhabitcharacterordispositionethicasystemofmoralstandardsorvalues..200445..20012..20058-9..20019304.1.2.(1)(2)(3)(4)()(5)(6)()4.1.3..1998120..2004(2)118..19978613119961234564.24.2.1..200528342323·152003180008204.5%200417130006004.9%20034.5%4.2.2,——..200688933,2006CCTV-65XXX..2006-10-11344.2.34.2.3.151.6%47%51.5%14.5%(31%)5.3%4.2.3.2HiltonJLHippelW.Stereotypes.AnnualReviewofPsychology199647237-271..2004156..1997219-24..19891513520063510493599983.1%81.8%.61.6%51%26.4%4.1%63.5%26.2%MaggieQ..()200555036T4.2.41989201990101991800199110199261001995620250(2004)2002001000500400200550050020030010020051.52300110010009002006360972006295694.12006..19961039..2004-08-02372100125552006704.34.3.130..200419238504.3.24.