观念广告呈现的价值观研究

The Value of Concept Advertisements

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.