Dissertation > Excellent graduate degree dissertation topics show

Chinese Commercial Advertisement’s Effect on the Value of Audience

Author: YangXiaoLing
Tutor: WeiTianZhen
School: Central China Normal University
Course: Journalism
Keywords: Commercials Audience values Affect Consumerism
CLC: F713.8
Type: Master's thesis
Year: 2010
Downloads: 412
Quote: 0
Read: Download Dissertation

Abstract


Commercials in the market's rapid economic development, China's gradually become part of the social life, affecting every aspect of people's lives. Therefore, in the context of the consumer society, the value orientation of modern commercial showing consumerism not only affects the lifestyle and attitude of the audience, but also gradually affect the values ??of the audience. In this paper, the commercial value orientation and performance analysis, and interpretation of the adverse impact of it, and to explore how it affects the audience values. Introduction section provides an overview of the status of China's current commercials, including its carrier, categories and trends, and commercials as a form of culture in the context of consumer society, showing a wide range of trends, but also contains a wide range of cultural values . The first part from the commodity fetish, virtual myth, the system of objects three aspects of commercial advertising consumerist value orientation and performance that commercials includes traditional cultural values, but the values ??of consumerism in the market economy environment, gradually become mainstream values ??influence the audience. The second part is intended to explore commercial advertising consumerist value orientation of the adverse effects of the audience values. Consumerist values ??for the purpose of the pursuit of pleasure, had an impact on audience consumption patterns, consumer behavior, prompting the audience consumer attitudes change, and people have material wealth or not as a measure of personal achievement and a symbol of value, resulting in audience consumption gradually tend to high consumption by the rational consumption, luxury consumption, and thus eliminate the boundaries of good and evil of the audience, the collapse of the traditional beauty and ugliness standard audience and deepen the audience's gender discrimination. The third part from commercial advertising fame and fortune intent and manipulation techniques combined with specific audience reaction both social lifestyle and mentality of why commercials can affect the values ??of the audience. Commercials survival analysis of the environment as well as the spread and acceptance of the way, reveals the deeper issue of commercial advertising affect people behind, and Coca-Cola ad, for example, look at the commercials is how to influence the audience values. The conclusion reiterated criticism commercials consumerist values, based on the idea of ??the value of advertising in the context of consumer society reconstruction. Intent aroused attention from the audience, the media, advertising production, advertising regulations and the government point of the advertising for the new values ??to explore ways to promote the healthy and orderly development of the advertising market.

Related Dissertations

  1. The right to freedom of expression to explore commercials,D921
  2. Commercials Problems of lack of social responsibility,F713.8
  3. New media design interactive,TB47
  4. Yarkand Khanate and Zhuo forces influence of Islam,B968
  5. Sporting goods brand image impact on consumers' purchasing decisions,F426.8;F224
  6. Study on the Change Regular Pattern of Microorganisms Floras for Wheat Flour in Different Storage Conditions,TS211
  7. Early Reformers thought and the Hundred Days Reform,K256
  8. Research on the Influence of Herons on the Environment in Its Habitats in Hebei Province,Q958
  9. Study on the Effect of Knowledge Management to the Corecompetence of the IT Enterprize,F426.6
  10. FDI Decision Factors,F832.6
  11. RMB appreciation on China's tourism business impact study,F592.6
  12. Research on the New Breed of Chinese TV Dating Show in the Context of Consumerism,G222
  13. Consumerism Trends and College Students Consumption Behavior Research,G645.5
  14. Discusses the Singing Language from Chinese National Vocal Performance Art,J616
  15. The Influnce of Art of Calligraphy on Logo Design,J524
  16. The current financial crisis on the impact of economic and trade cooperation between China and Russia and Countermeasures,F125.5
  17. Rearch on Musical Elements of TV Advertisement in Chinese Mainland,J605
  18. Zhangjiajie tourism development on the Impact of Urbanization,F299.27
  19. Compromise college career and its impact on mood,G647.38
  20. "Mustard Seed Garden of Painting" Arts Research of Printing Plate,J209.2
  21. The Research on Affect and Countermeasure of Product-harm Crisis Upon the Multi-Branding Products,F224

CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
© 2012 www.DissertationTopic.Net  Mobile