身份认同与广告态度初探--关于在校大学生的质化研究业论文.doc

PAGE PAGE 1 大学本科毕业论文 身份认同与广告态度初探--关于在校大学生的质化研究 摘 要 本研究旨在探索大学生身份认同与广告态度的关系。通过对武汉大学30名在校大学生的深度访谈记录进行整理分析，笔者对大学生广告态度作出描述，并结合大学生身份认同，对大学生广告态度的形成进行归因。 通过对访谈资料的整理，笔者发现：受访者喜欢的广告集中于运动服饰行业，不喜欢的广告集中于医药保健品行业；受访者喜欢含蓄有意境的品牌形象广告，不喜欢直白的功能性诉求广告；受访者喜欢公益广告胜过商业广告。 本文从身份认同的角度，结合社会学、符号学、消费学的理论，对大学生以上广告态度作出解释：服饰消费这一“身体消费”，是大学生“自我表达”的主要形式和“自我认同”的主要来源，而服饰品牌的广告集中诉求符合大学生身份特征的特质，大学生从中获得了身份认同。此外，服饰品牌广告中采用大学生喜欢的体育明星能满足大学生对自我身份的想象；含蓄有意境的品牌形象广告能够满足大学生对高于自身现实身份认同的需要。大学生将自己定位于具备高知识高素质的准社会精英，直白的功能性诉求沟通方式不能引起其身份认同感；公益广告能满足大学生的公众身份认同。 本文的创新点在于：从身份认同这一新视角来探讨大学生的广告态度，注重身份认同对广告态度形成的影响，同时也提示了广告对大学生身份认同的影响。 关键词：大学生；身份认同；广告态度 ABSTRACT This paper is designed to explore the relationship between the identity of college students and their ad attitude. Based on interviews with the collation of data, the author found that: the respondents liked the ad campaign focused on the apparel industry, and do not like the ads focused on the pharmaceutical and healthcare products industries. Respondents prefer a subtle mood of the brand image advertising, and do not like the straightforward functional demands of advertising. Respondents prefer public service ads than commercial advertising.  From the perspective of identity, the combination of sociology, semiotics, the consumption of the theory, the attitude of college students over advertising, the author made these explanations: this body costumes consumer spending is a way of self-expression and the main forms of self-identity, and the main sources, and the brand advertising focus on the characteristics which meet the demands of the identity of college students. In addition, apparel brand advertising in the use of the sports stars like college students is to meet the self-identity of the imagination of college students; subtle moods of a brand image advertising to college students is to meet higher than the reality of self-identity needs. Students are found of positioning themselves to have knowledge of high social status of high-quality, so the straightforward