基于“80后”情感体验需求下的新媒体怀旧广告研究-艺术学专业论文.docxVIP

聊城大学硕士学位论文 聊城大学硕士学位论文 ii ii ABSTRACT Facing with the rapidly change of society, science and technology, people is hard to respond to the changes. They meet some problems, such as the lack of security, pressure,interpersonal alienation,loneliness and some other negative emotions, especially for the post-80s generation. When facing with these problems, they often relax themselves by the nostalgia so as to balance the psychological and the modern world. And nostalgia is not only the representation of the former, but the sentiment of the past days. The reason why more and more post-80s generation is on the nostalgia is that it represents the value of the post-80s generation’s repression that recalled and retented. The social factors affect the post-80s generation on their personality and the ability to accept new things rapidly. So they own the ability and willingness to accept and participate in the new media experience. The new media advertising is one form of the design. The nostalgic emotional advertisement of the new media meets the post-80s generation’s emotional experience requirement through the positioning, creative and communication. This study is not only the essence of the ideology, but the aesthetic context and cultural experience of the modern world. And the study provides the theoretical basis for the exploration of new media advertising of the nostalgia, so it can take attention of the audiences emotion and reply the range of humanistic careness. There are some studies about the post-80s generation’s nostalgia, but the study of mine is just a little. This research summed up the new media advertisement of post-80s generation’s nostalgics emotion experience demand and care, and provided a theoretical reference for the emotional needs. They will become the backbone of national construction. Studying their emotional needs is in the great significance to promote social and cultural development. Key Words：post-80s generation; emotional needs; new media; nostal