以宅制宅——试论对御宅族广告传播策略.docVIP

以宅制宅——试论对我国御宅族的广告传播策略 目 录 中文摘要····························································2 英文摘要····························································3 引 言····························································4 一、概述····························································4 （一）御宅族词义和来源·············································4 （二）御宅族在中国的现状···········································5 二、御宅族群体分析···················································5 （一）追求时尚、个性、前卫···········································5 （二）内心期待主流价值观的认同·····································6 （三）对其兴趣的东西具非凡了解·····································7 （四）独具特色的消费习惯···········································7 1.购物观·····················································7 2.产品消费···················································7 3.消费渠道···················································8 三、针对御宅族的广告创意策略········································8 （一）情感手法·····················································8 （二）幽默手法·····················································9 （三）性感手法····················································10 （四）动漫手法····················································11 （五）修辞手法····················································11 四、针对御宅族的广告表现策略········································13 （一）理性诉求····················································13 （二）感性诉求····················································13 （三）情理交融····················································14 五、针对御宅族的广告媒体策略········································14 （一）网络视频植入················································14 （二）网络论坛····················································15 （三）网络游戏植入················································15 （四）杂志广告····················································16 结 论·····························································16 注 释·····························································17 参考文献·······················································