214-题目：电视广告与大众（流行）文化关系探析.doc

题目：电视广告与大众（流行）文化关系探析 院（系） 　　　 文学院　　 专 业 　　 广告学　　 　 届 别 　　　 2012届 学 号 　　　 0818131017　 姓 名 　　　 李秋婉　　 指导老师 王桂亭 副教授 华侨大学教务处印制 2012年5月 摘 要 广告要达到让消费者购买商品的目的，必须了解目标消费者的需求和消费观念。作为受众消费观念之一的流行文化实则就是连接消费者和广告的线。广告需要追逐生活中的流行趋势，来表现目标群体的当前价值取向、关注热点、心理动向来迎合目标消费者，达到销售的目的。因此流行文化影响并引导着广告。由于广告文化也是大众文化的一部分，二者又是被包容与包容的关系。 二者的影响是双方面的，广告也传承并引领着流行文化，它既是流行文化的信息来源之一，又是流行文化信息传播的载体之一。广告与流行文化实则是互为表里，血肉相连的关系。 探析二者关系，将更好的运用双方，来为对方服务乃至为受众服务。广告要说服消费者，就可以努力传达与当前流行文化相一致的价值观点，使消费者产生兴趣和身份认同。流行文化元素要被广告所用，来激发广告的创意灵感，为广告提供素材。 关键词： 流行文化 电视广告 受众 包容 ABSTRACT If Ads want to let consumers to purchase goods, they must understand the target consumers demand and attitudes.In reality,as one of the popular culture of the audience consumer attitudes,popular culture is the line between consumers and TV ads.Because advertisers need to chase trends in the life, to show the current value of the target group orientation, concerned about the hot spots, and psychological trends to meet the target consumers, hit sales purposes.So pop culture influence and guide the ad.As part of the advertising culture is mass culture, both the relationship between tolerance and inclusiveness. The two effects each other , advertising heritage and leading pop culture, It is one of the popular culture sources of information, but also the carrier of one of the popular culture of information dissemination. Advertising and popular culture, but in reality is complementary to each other, flesh and blood relationship. Analyzing the relationship between the two, will be a better use of the two sides to each other even for the audience to. Advertising to convince consumers, you can strive to convey the value point of view is consistent with the current popular culture, so that consumers have the new interest and identity. Elements of popular culture to be advertising, advertising to stimulate creative inspira