【作者】 陶江；

【导师】 周玲；

【作者基本信息】 湖南大学 ， 工商管理， 2020， 硕士

【摘要】 由于消费文化生态的长期影响,广告模特以身材苗条或强壮健美的形象充斥在大众视野中,模式化的外在美感理念逐步内化了大众对理想身材的认知。曾有研究表明模特的强大外表吸引力能帮助企业平台或品牌在宣传中赢得受众注意,这也进一步强化了消费者寻求视觉美的欲望和当代社会对于美的标准的严苛态度。但随着大众对待美的认知逐渐丰富和多元,以包容真实美为焦点的创新营销活动一时激起了大众对美的热烈讨论。本文立意于真实个体美与社会标准美之间的冲突,以已存在的营销现象为视角,试图探讨非标准美感身材的广告模特展示究竟会对消费者产品评价产生何种影响。基于国内外相关文献的整理和推导,采用情境实验与调查问卷相结合的方式,本文以六个实验分析论证了非标准身材的广告模特展示存在的有效和失效机制,并分别探讨了外表自尊、评估模式对机制的调节影响以及性别对主效应的调节影响。研究结果显示,在视觉刻板印象影响下,美感感知在非标准身材广告模特展示的失效机制中发挥了中介作用;而在反刻板印象影响下,亲密性感知在非标准身材广告模特展示的有效机制中发挥了中介作用;但从整体来看,亲密性感知的效用弱于美感感知,导致非标准身材的广告模特展示相较于标准身材会带来更低的产品评价。此外,研究还发现低外表自尊(vs.高外表自尊)的消费者对非标准身材的广告模特展示会有更高亲密性感知;单独评估(vs.联合评估)下消费者对非标准身材的广告模特展示会有更高美感感知;女性(vs.男性)对非标准身材的广告模特展示会有更低产品评价。本文通过对目前关于非标准美感研究缺口的挖掘,为未来关于消费者对待非常规模特的态度和行为研究提供了更多角度参考;为品牌或企业的平面广告宣传提供了策略支持;也尝试窥探了大众审美主流意识是否在短时间内变化,为媒体后续宣传导向提供合适的思路的落脚点。更多还原

【Abstract】 Due to the long-term influence of consumer culture ecology,the public vie w is filled with all kinds of slim or strong advertising model images,and the stereotyped concept of external beauty gradually internalizes the public’s cognition of the ideal body.Previous studies have found that models with standard beauty body can often help enterprises or brands to grab the attention of audiences in print advertising,which further strengthens the desire of consumers to seek visual beauty and the strict attitude of contemporary society towards beauty standards.However,as the public’s cognition of beauty has gradually become richer and more diverse,the innovative marketing activities that focus on calling for real beauty have aroused a heated discussion of beauty.This article aims at the conflict between the real individual beauty an d the social standard beauty and attempts to discuss how the display of advertising models with non-standard beauty body will affect consumer product evaluation from the perspective of the existing marketing phenomenon.Based on the collation and derivation of relevant literature at home and abroad,this article adopts a combination of situational experiments and questionnaires to show the effective and failure mechanism of advertising models with non-standard beauty body through six experiments,and discusses the moderating effects of appearance self-esteem,evaluation mode on mechanisms,and the moderating effect of gender on the main effect separately.The results show that under the influence of visual stereotype,beauty perception plays a mediating role in the failure mechanism of model display with non-standard beauty body;while under the influence of counter-stereotype,closeness perception plays an mediating role in the effective mechanism;overall,the influence of closeness perception is weaker than beauty perception,which leads to lower produc t evaluation compared with the model display with standard beauty body.In addition,the study also found that consumers with low appearance self-esteem(vs.high appearance self-esteem)will have higher closeness perception for the display of advertising models with non-standard beauty body;consumers will have higher beauty perception for the display of advertising models with non-standard beauty body under the separate evaluation(vs.joint evaluation);women(vs.men)will have lower product evaluation for the display of advertising models with non-standard beauty body.This article provides more perspective references for future research on consumers attitude and behavior towards unconventional models by explo ring the current research gap of non-standard of beauty;and it provides strategic support for the print advertising and window display of the enterprise or brand;and it also attempts to explore whether the mainstream beauty consciousness of the public ch anges in a short period of time,and provides appropriate ideas and footholds for the media’s follow-up propaganda guidance.更多还原