【作者】 李玉平；

【导师】 李正良；

【作者基本信息】 湖南大学 ， 传播学， 2007， 硕士

【摘要】 21世纪,人类进入了娱乐经济时代。传统的以产品为核心的推销模式已经不能满足广告受众的需求,以受众的娱乐心理为中心,对广告进行娱乐化整体包装的广告娱乐化成了广告运作的不容忽视的趋势。本文首先阐述了广告娱乐化的概念、特征及表现。广告娱乐化是广告的一种发展态势,它是将娱乐理念注入广告的整体运动过程,从广告调查、广告策划到广告制作、广告投放、广告测评,在娱乐过程中实现说服受众的一种新型的广告传播活动。广告娱乐化主要表现为广告文本的娱乐化、广告媒体的娱乐化以及广告投放的娱乐化,广告娱乐化具有受众主导、内容模糊、系统运作三个特征。广告娱乐化是宏观环境和微观环境共同影响和作用下的产物,宏观层面主要指政治、经济、文化方面对广告娱乐化的影响;微观层面主要指广告传播的三个主体,广告主的娱乐营销、广告载体的娱乐趋向、广告受众的娱乐心理对广告娱乐化的影响。和其他广告传播一样,广告娱乐化的作用过程也可分解成娱乐化信息的编码、娱乐化信息的传播、娱乐化信息的解码、娱乐化信息的反馈四个阶段,本文对这几个阶段进行了相对具体和深入的分析。广告的娱乐化运作,在当代社会产生了双重影响。一方面以受众为中心的理念强化了“受众本位”思想,迎合了受众的广告接受心理:引起注意——产生知觉——加强记忆——发生移情,有利于增强的广告传播效果;另一方面广告娱乐化也会消解品牌营销,导致品味低俗,引发消费主义。最后,结合广告的具体运作过程提出一些提升娱乐化广告效果的策略。广告市场调查方面,从广告产品娱乐特质和目标受众娱乐心理两方面进行深入;广告诉求方面优先考虑感性诉求,恰当运用混合诉求;广告创意力求新颖性和体验性,具体可表现为幽默轻松型、人性感动性、故事情节型、卡通动画型、名人代言型、美女悦目型等等;广告媒体策略则主要从挖掘传统媒体的空间,发挥新型媒体的优势,实施有效的媒介组合及选择适当的活动投放四方面入手;广告效果测评一方面要完善销售效果测评,另一方面应进行娱乐认知测评。另外针对广告娱乐化的消极影响,提出建立娱乐化品牌、倡导绿色娱乐和树立广告人本观三条举措。更多还原

【Abstract】 21century,humanity has entered the era of economic entertainment. The traditional product-centric marketing model has been unable to meet the demand of advertising audience. Letting the audience’s entertainment psychological for the center, packaging advertisement with entertainment, advertising entertainment has become advertising operation of the trend, which can not be ignored.This article expounded on the concept of advertisement-entertainment, characteristics and performance first. Advertisement-entertainment is a developing trend, which leads entertainment concepts into the overall advertising campaign process, from advertisement investigation, advertising plan to the advertising production, advertising survey, convincing the audience in the process of realization of entertainment to. It is a new advertising dissemination activity. It is mainly expressed in the entertainment of ads text, entertainment of advertising transmission, entertainment of the advertising injecting.Advertisement-entertainment is produced from the macro and microenvironment. The former is about the polity, economy and culture, the latter is about entertainment marketing of advertisers, entertainment advertising media, entertainment needing of the audience. Advertisement-entertainment process can be cut into entertainment four specific stages like the basic steps of advertising communication: information coding, information dissemination, information decoding, information feedback.In our society the advertising-entertainment has two-sides infection in. On the one hand, it strengthens the operation of the "Audience-based"; meets the audience’s advertising psychological: attract attention - have perceived - strengthen memory - lead empathy, to enhance the dissemination of advertising effects. On the other hand, advertising will digestion of entertainment brand marketing, resulting in bad taste, triggered consumerism.Combining advertisement-entertainment, there are some strategies of upgrading effectiveness. Advertising investigation means the research of the market and entertainment psychological survey of the target audience; advertising appeals give priority to emotional appeal and appropriate use of mixed aspirations; advertisement originality must be adventurous and experiencing, the specific performance can be easily humorous, humanity moving, story type of cartoon animation, celebrity-speak, decent and good-beauty; Advertising media strategy mainly deal with the mining of the traditional media space, a new media advantage, the implementation of effective media composition and selection of appropriate activities injecting; advertising effectiveness evaluation on the one hand to is the sales effectiveness evaluation, on the other hand should be entertainment cognitive evaluation. Other entertainment advertising against the negative impact are establishing entertainment brand, advocating green entertainment and cultivating the concept of human-center.更多还原