【作者】 郭瑾；

【导师】 海源；

【作者基本信息】 广西大学 ， 传播学， 2004， 硕士

【摘要】 随着数字时代的到来，电视广告的生存可谓是危机与希望并存，本文广泛借鉴心理学、符号学等相关理论，并且在广告信息自动化加工研究成果的基础上，讨论投射心理机制在电视广告传播中的影响。本文试图建构一种“电视广告投射效果模型”，进而提出如何利用投射心理机制优化电视广告传播效果的具体策略。 全文共分五章。第一章绪论，主要是梳理本课题的研究背景和相关的理论成果，介绍本文的研究思路与方法。 第二章旨在厘清投射机制的相关概念。在回顾了哲学、心理学、视觉艺术等领域对投射的研究之后，对本文所研究的投射心理进行界定。在本章中，我们还对投射心理机制的形成、特性及功能进行了阐释和描述。 第三章分析了电视广告受众的认知与及广告信息的处理特点，尝试性地建构了电视广告投射效果模式，并从正反两方面分析投射机制对于电视广告传播效果的影响。 第四、第五章细致探讨如何有效利用投射机制提高广告效果。从现实出发，分析国内电视广告的误区，并倚借于符号学的理论，分析影响投射机制作用于广告传播效果的各个符号要素，进而提出投射机制优化电视广告传播效果的具体策略。 结语部分将从客观视角分析投射心理机制在广告传播心理研究中的历史位置，以推动电视广告传播观念的演变。更多还原

【Abstract】 With digital era coming, TV advertising faces crisis and hope ness. On the basis of psychology and semiotics etc., and of the achievements of Automatic Information Process of Advertising, this paper discusses Projection Mechanism on the effects of TV Advertisements. In order to analyze the procedure, we try to make a TV Advertising Projection Model. Furthermore, some concrete strategies on how to improve effect of TV Advertisements are also put forward.This dissertation is composed of five chapters. First comes with the review to the research background and the relevant theories in this field, the methods and the significance of which to Ad psychology are also introduced. In the following part, Projection, which is the main concept of this research, is analyzed.In the third chapter, on the basis of reviewing cognitive psychology in the advertising communication, this paper tries to put forward a projection model of TV Ad. We also discuss the projection effects on the TV Ads.The last two charters are the last but the most important parts of the dissertation. Beginning with the analysis of Chinese TV Advertisement deviations, and the paper put forward some strategies on how to improve the effect of TV Ads, which is based on the Projection Mechanism.In the end, we make a evaluation of the Projection Mechanism study in the Ad psychology. We hope Projection Mechanism can be a useful tool in improving the advertising communication.更多还原