摘要
观念广告是通过明确表达某种思想观点来吸引消费者的一种广告形式。因其包含丰富的思想而对受众的意识和行为产生深刻影响,所以研究观念广告中所呈现的价值观具有重要意义。文章从案例库抽取了93个观念广告作品,通过文本分析,把观念广告中所呈现的价值观分为5大类、19个主题。总体来说,我国观念广告所呈现的价值观是积极的、正面的,并具有选择性、公益性和现代性等特点。
Concept advertisements are an advertising form attracting consumers by expressing some ideas and opinions,which make great influence over the audients’mind and behavior with rich ideas.The research over the value in this type of advertisement is of great importance.There are 93 concept advertisements selected from the cases.With textual analysis,five types of value are sorted out with 19 subjects.Generally,the concept advertisements in China tend to have a positive value with the characteristics of selectiveness,public welfare,and modernity.
作者
陈书杰
武文颖
CHEN Shu-jie;WU Wen-ying(Tongling University,Tongling 244000,China;Dalian University of Technology,Dalian 116023,China)
出处
《哈尔滨学院学报》
2019年第7期29-33,共5页
Journal of Harbin University
基金
安徽省哲学社会科学规划项目,项目编号:AHSKQ2018D43
关键词
观念广告
价值观
观点
影响
concept advertisement
values
views
impact