心理毕业论文_软广告的心理学分析.docVIP

目录 中文摘要………………………………………………………………………1 英文摘要………………………………………………………………………2 前言……………………………………………………………………………3 1. 软广告的研究背景………………………………………………………4 1.1软广告——注意力经济时代的新宠……………………………………4 1.2 软广告的概念……………………………………………………………4 2. 软广告的心理学分析………………………………………………6 2.1 软广告心理效应分析………………………………………………6 2.2 软广告的心理效果分析……………………………………………10 3. 以2011年央视春晚为例…………………………………………13 3.1 2011年央视春晚广告现状……………………………………………13 3.2 2011年央视春晚软广告分析…………………………………………13 3.3 2011年央视春晚软广告效果…………………………………………17 4. 讨论与结论…………………………………………………………17 参考文献………………………………………………………………………22 致谢……………………………………………………………………………23 附录……………………………………………………………………………24 中文摘要 广告时间资源饱和、新技术新媒体的涌现、受众逃离、政策限令等因素，使传统广告面临前所未有的挑战，在这种情况下软广告应运而生，逐渐成为当今广告业发展的新兴策略和操作方法。商业化媒介运作、媒介资源整合应用使得软广告犹如一夜春风来，在这种欣欣向荣的表现背后我们应该理性的认识到：软广告，不仅作为一种新的广告形式、新的广告观念，与传统广告相比，有其自身的特性和优势并能够通过受众的心理反映出来。通过分析软广告的特点、传播手段及其引起的受众心理效应和心理效果，从而进一步找出软广告的优势和不足，为广告人、广告主充分挖掘新媒体环境下软广告的传播优势，合理利用软广告，提高软广告的传播效果，更好地为大众服务。 关键词：新媒体，软广告，心理效应，心理效果 ABSTRACT When the traditional advertising media restrained by the saturated resources of advertising break, the emergence of new technique and media, the loss of audience and the restrictions of the policy, soft advertising arises and gradually become the emerging force in the future’s required. The rapidly development of soft advertising caused by the operation of commercial media and integration of media resources lead us to rationally recognize that soft advertising is not only a new media form and a new concept, but also has it’s owe characteristic and merit through receive audiences’ psychology to respond compared with the traditional media advertisement. Analyze mew form characteristic and dissemination method of soft advertising ，as well as audiences’ attitude to soft advertising manner can further discover the soft advertising’s superiority and the insufficienty for the adman and the advertisement host which can also fully excavates the dissemination superiority of soft advertising, to use the soft advertising reasonably, to improve advertisement dissement