西安地区都市类报纸广告诉求方式研究.docVIP

西安地区都市类报纸广告诉求方式研究 摘要 ：本文旨在研究西安地区都市类报纸的广告诉求方式，采取抽样调查的方法抽取西安三大类都市类报纸《华商报》、《西安晚报》、《三秦都市报》一周中星期一、 星期三、星期五的报纸作为样本，通过样本研究发现，目前在西安都市类报纸广告中主要存在五大类广告，房地产类和汽车类广告、商品促销类广告、理财类广告、分类广告，这五类广告的诉求方式主要以理性诉求方式为主。文章从都市类报纸的媒介特征及五大类产品的特征分析了都市类报纸以理性诉求方式为主的原因，并且比较了了这五大类产品在理性诉求方式的运用形式中存在的差异，最后从西安广告创意的角度，分析了目前西安都市类报纸理性诉求方式中诉求形式单一的现象。通过以上的研究分析，最终得出：目前西安都市类报纸的广告诉求方式主要是基于产品和媒介的考虑，但是具体的表现形式上存在差异，此外创意因素是制约在理想诉求形式上的重要因素。 关键词：报纸 广告 诉求方式 Abstract：This paper aims to study in Xian City Newspaper advertising appeals, to take a sample survey approach selected three types of Xian city newspaper China Daily, Xian Evening News, City newspaper of Qin of the week Monday, Wednesday Fridays newspaper as a sample, the sample found by the current class of newspaper ads in Xian city in mainly five types of advertising, real estate and automotive categories advertising, sales promotion type of advertisements, financial type of advertisements, classified ads, these five The main methods of advertising appeals to rational appeals based. Newspaper articles from the citys media features and characteristics of the five products of the type of urban-based newspaper in a rational manner the reasons for appeal, and compared these five categories of products the use of rational appeals differences exist in the form, and finally from Xian creative point of view, analysis of the current city of Xian in Newspaper rational appeals appeals form of a single phenomenon. Through the above analysis, the final draw: At present, Xian City Newspaper advertising appeals mainly based on the product and the media to consider, but there are differences in form of specific performance, in addition to factors restricting the creative aspirations in the ideal form of the important factors . Keywords: newspaper advertisenment appeals 目录 序言……………………………………………………………………1 1研究方法及样本抽取………………………………………………….1 2 都市类报纸中的理性诉求方式………………………………………1 2.1 华商报、西安晚报、三秦都市报样本数据……………………….1 2.2 都市类报纸中理性诉求方式盛行的原因…………………………3 2.21都市类报纸的特征………………………………………