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重点论文网    经济论文    广告学论文    广告中老年形象的探讨
创建时间:04-06

广告中老年形象的探讨

摘 要: 自上世纪80年代改革开放以来,市场经济不断的完善,达到前所未有的繁荣,广告在其中所发挥的引导作用是大家有目共睹的。广告的在这期间也是一个不断的成长完善的过程,由最初的美女+广告词+产品的形式越来越趋向多样化,广告中不再千篇一律的出现美女,其人物形象也越来越复杂。老年人在广告在中出现的比例越来越大。从商业角度来看:有的产品用老年人代言更能突出产品的特性与优势。从社会效益来看:现阶段,随着在人口老龄化越来越严重的背景下,关于大众传媒对老年形象的呈现问题愈益受到研究者的广泛关注,广告作为大众传媒的一种重要的呈现方式,如何呈现老年形象会直接影响到大众的老年观,影响老年人对自身的态度以及非老年人对老年群体的态度,并对社会应对人口老龄化带来多种效应。加强广告对老年形象的研究,促进广告传媒更多的呈现积极的老年形象,在人口老龄化背景下具有相当大的现实意义。本文在前人研究的基础上,针对其中的老年人形象在广告中的运用,从以往的广告案例研究分析,归纳出现阶段广告中,老年人形象所呈现的特征与其不足的方面,并提出新的论点。
关键词: 广告;人物形象;老年形象   

The Analyses of the Old Age Image in Advertisement to Age
 

Abstract: Since 1980s, Chinese take reform and open policy. The marketing economy more perfected than ever. As we all know, advertisement ceaselessly play guidance effect. Advertisement in this period also is an unceasing growth perfect process. Initial, advertisement had meant beautiful woman +advertisement word + product. Now, it has become diversification. In advertisement there are not stereotyped appearance beautiful woman, its character image more and more completed. The olds appears more and more in the advertisement. From the commercial angle that, some products speaking on behalf with the senior citizen can highlight the product the characteristic and the superiority. From the social efficiency, now, along with the old age more and more serious, Mass media about the old age image receive researcher's widespread attention. Advertisement as one of the mass media’s, how to presents the olds image will directly affect populace’s old age view, effects the senior citizen to own manner as well as the non- senior citizen to the old age community's manner, and bring the many kinds of effects to the society facing the aging population problem. Strengthens the advertisement many to the old age image research, the promotion advertisement media presents the positive oldie image, has the quite big practical significance under the population old age background. According to the predecessor’s study, the article use image in advertisement from the former advertisement case research analysis, induce in the stage advertisement, It’s a quit practiced significance to strengthen the research about the old age image of advertisement, and to promote the presentation of the positive old image in advertisement. 
Key word: Advertisement; Character image;  Old age image  


研究目标、内容:现阶段我国广告中老年人形象的分析,提出其中的优点与不足,分析存在这种现象的原因,提出解决的办法。
关键问题:根据现阶段老年人的实际生活、精神状态,分析老年人在广告中的发展趋势,提出新的观点。
 

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