【作者】 周黎；

【导师】 舒咏平；

【作者基本信息】 华中科技大学 ， 传播学， 2007， 硕士

【摘要】 随着WTO后过渡期从“制造中国”向“营销中国”的战略转变,品牌将进入到精耕细作的成熟发展期,本土企业的品牌升级运动已迫在眉睫。品牌人格极力张扬品牌形象中最具价值和活力的成分,是产品建立在消费者心目中的感性形象,是一组能够联想到品牌、对品牌作归类的人格特质。广告通过信息的传达影响并引导消费,也在潜移默化中影响着人们的意识形态、生活方式、价值观念等,产生直接或间接的社会效果。广告对于品牌人格的塑造研究对当今广告主的战略运用具有现实意义。本文基于社会效果的视角,针对广告传播与品牌人格塑造的联系进行本土实证研究,得出:消费者对于广告在社会生活中“第一信息参谋”的作用多持肯定态度,然而大部分受访者认为当前消费环境中广告的真实性与品位存在的问题最亟待解决;广告社会效果与消费者对品牌人格态度的关联“存在,而不强大”。消费者的心智中,广告表现出的精益求精、人本倾向、诚实负责是最受青睐的品牌人格特质;消费者显现出开始有意识地关注广告商业诉求之外表现的动向:企业公益广告的发布量、广告创意制作品位的高低会很大程度地迁移到他们对品牌人格的态度上;城乡经济文化发展的不平衡等因素也影响着居民对广告与品牌人格关联的看法评价。依据研究结果,本文以社会心理学理论分析了消费者为基点的品牌人格形成机制,就如何利用广告中各驱动因素形成鲜明、积极、强大的品牌人格提出对策,而后,运用品牌人格理论,着重对基于广告社会效果进行品牌人格塑造的模式进行了探索,通过例证阐释该模式的建构与动态运行。更多还原

【Abstract】 Along with the transition period after entering WTO from“Made in China”to“Marketing in China”strategic change, brand will enter the period of intensive development to maturity ,so our local enterprises’brand upgrade campaign is imminent. Brand personality strongly develops the most valuable and dynamic sectors of brand image; it is the image built in the perception of consumers and from the products;it is the set of human characteristics associated with a brand and for brand classification. Ads not only influence and guide consumption by conveying information,but also exert an imperceptible impact on people’s ideologies、lifestyles and values---- have direct or indirect social effects. Nowadays,it is of great realistic significance to research how advertising influences brand personality building for advertising strategies of advertisers.In the perspective of social effects,researching on the relationship between advertising communication and brand personality building,this local empirical research has found that: advertising play such a role as“the first information navigator”in social life are universally accepted by the respondents. However, most respondents believed that in the current environment of consumption ,the authenticity and the pattern of advertisements are the issues heavily need to solve;and the associations between social effects of advertising and consumer’s attitude toward the brand personality "exist, but not powerful". In the respondents’mentalities, striving for perfection, the human-oriented tendency, to be honest and responsible etc. showing from the advertisements, are highly appreciated brand personality traits; The respondents tend to consciously concerned with the performences in advertisement which beside the commercial appeals:public service ads published volume of the corporation, originality and production level of the advertisements will be transfered to a large extent to their attitude toward the brand personality; in addition, the imbalance in the development of economy and cultural between urban and rural areas also affect the attitude and evaluation.from the residents ,as to the relationship between advertising and brand personality building.Based upon the findings, this paper in-depth analyses brand personality formation mechanism,which of consumer-based ,with the social psychology theories, and then proposes solutions on how to develop a positive, active, strong brand personality using the above driving factors in advertisements. Furthermore, this paper attempts to construct a brand personality model ,which on the basis of social effects of advertising, and explains the building and dynamic operation of the model through illustrations.更多还原