【作者】 李淼；

【导师】 黄也平；

【作者基本信息】 吉林大学 ， 传播学， 2011， 硕士

【摘要】 广告作为当今世界上最引人注目的社会现象之一,对社会的方方面面起着不可忽视的影响。美国历史学家大卫·波特认为:“现在广告的社会影响力可以与具有悠久传统的教会及学校相匹敌。”改革开放以来,随着社会经济的发展和社会商品的丰富,新时期广告已逐渐成长并壮大起来,它对人们价值观念、生活方式、消费观念、消费行为等造成的多方面影响,愈发成为学者们关注的问题。计划生育基本国策的实施使1980年到1989年出生的“80后”成为改革开放以来第一代伴着新时期广告而成长起来的独生群体。他们是真正意义上与广告同生的一代,时间和成长脚步上的契合促成了新时期广告和“80后”之间千丝万缕的联系,两者在彼此的“亲密”接触间留下了难以磨灭的印记。随着“80后”年龄的增长及其在当今社会中影响力的日益扩大,有关新时期广告与“80后”之间相互关系的研究却仍是凤毛麟角,这就更加突显出开展此类研究的紧迫性和重要性。本文通过对“80后”以及新时期广告的界定,明确了二者的时代背景,意识到高度的时代交集赋予了他们之间更多的特性,并具体分析了在不同的发展阶段,新时期广告与“80后”之间的联系及对其产生的影响。首先处于恢复并快速发展时期的广告处处透露出淳朴的气息,成为“80后”儿童时代的“动画大片”和朗朗上口的“儿歌”,完成了对“80后”的广告启蒙。其次,在上世纪九十年代,随着改革开放的深入,市场经济得到快速发展,形形色色的商品广告透过大众媒介成为了无处不在的社会景象,新时期广告进入到高速发展时期,并开始注意群体细分和使用感性诉求、各式促销手段等。此时思维活跃,思想束缚较少的“80后”大部分处于学习阶段。带着儿时对广告的美好记忆,他们欣然地接受着广告的“洗礼”,并由此带来了一些显著特征:休闲食品广告的“轰炸”诱导了“80后”对零食的偏爱;“80后”独生代的特点和改革开放后生活条件的相对富足给予了广告充分利用父母溺爱孩子的心理的可行性,成功地促成了“80后”父母的间接消费;广告通过大打“亲情牌”、“科技牌”和“普及知识牌”,以及设置的温馨场景,影响了“80后”的价值取向、思维方式和生活方式,并成为他们课外知识的重要来源;广告挖掘并利用“80后”的追星心理,导致了爱追星的“80后”群体消费的盲目性和盲从性。最后,在新世纪初,伴着市场经济的全面高速发展,新时期广告进入到蓬勃发展时期,借助于传统媒体的发展和新媒体的涌现,开始展开了一轮又一轮的猛烈攻势。与此同时,大部分的“80后”也逐步从走入大学校园到陆续走入工作岗位,再到逐渐成长为消费市场的中坚力量。这一阶段,新时期广告和“80后”之间呈现出了一些新的影响趋势:网络广告盛行,并成为“80后”获取广告和信息的重要途径;中西方广告文化的传播,让“80后”有了更强的包容性强;广告在一定程度上滋养了“80后”自我的性格特点,而对广告中美好情景的过分追求一定程度上导致了“80后”好高骛远,眼高手低的特征;通过数十年的“耳濡目染”,广告成为绝大部分“80后”的消费导师,引导着“80后”的个性消费、时尚消费、炫耀性消费以及文化品牌消费和超前负债消费等。值得注意的是随着新时期广告对“80后”影响的不断深入,其同质化、虚伪化以及数量过度化的现象也开始越发严重,并逐渐引起了他们的抵触情绪。鉴于“80后”日益重要的市场地位和消费能力,未来广告势必要在广告策略、广告媒介等方面迅速提升自己,并寻求出更多可开发、可利用的广告市场空间,以重拾他们在“80后”心目中的“地位”。更多还原

【Abstract】 As one of the most noticeable phenomena in the world, advertisement has a strong impact on various aspects of the society.“The influence of the advertisement new period on the society can vie with the Church and schools which bear remote traditions.’’A famous historian of America, David Potter said.Since adopting the reform and opening-up policy in late 1978, China has achieved social stability and economic prosperity with a great increase of the national strength, leading to the praiseworthy progress of advertisement which affects the society seriously. The implementation of family planning has made the“post-1980s generation”born in 1980 until 1989 be the first only group who has been growing along with the advertisement in new period. Therefore, there are a thousand and one links between the advertisement and the“post-1980s generation”. What’s more, the influence of the“post-1980s generation”towards society will increase with the advancing age. However, academic studies about the relationship and interactions between advertisement and the“post-1980s generation”have been conducted extremely rarely until now, which, therefore, dimples the urgency and necessity of the corelational research.In this dissertation, we explained some important concepts such as the“post-1980s generation”and the advertisement in new period, then explored the relationship and interactions between advertisement and the“post-1980s generation”during different stages of development.First, advertisement was in recovery and initial develop period from 1978 to 1991. During this period, advertisements, in a sense, was considered as animated cartoons and nursery rhymes of the“post-1980s generation”, and finished the enlightenment towards them.Second, with the continuous opening to the outside and rapid development of economy, advertisement was equally developed in 1990’s. At same time, the“post-1980s generation” was at the stage studying in school. TV station and media related were involved to make product widely known, accompanied by a couple of common strategies such as“affection”,“technology”,“knowledge”,“personalities”,“superstar”and so on, which deeply affected the“post-1980s generation”on their diet habits, lifestyle, values and decision-making patterns.Finally, advertisements were booming in the new century with the advancing age making the“post-1980s generation”the backbone of the consumer market. The boiling waves from advertisements swept across the country, and some new phenomena were encountered: On-line advertisement flourished and became a significant access to obtain information; Advertisement cultural exchanges between Western and Chinese endowed the "post-1980s generation with more comprehensive; Advertisement was treated as the supervisor of consumption among most of the“post-1980s generation”, and had certain impact on their characters.However, side effects have emerged from a surfeit of commercial advertisements, for there are reluctances among majority of the“post-1980s generation”. In view of their increasing impact on the consumer market, special attention should be paid to adjust the strategies of advertisement.更多还原