角色认同语境下“大男人”形象的建构

当今,媒体的多元化及信息的碎片化,促使人们思想维度的拓展,广告中的男性角色形象也随之丰富和多样化。广告传达着某种产品信息的同时,在男性形象的建构上也体现着对自身的角色认同。基于电视广告的极高普及度,并且其塑造的人物形象相较其它媒体更为深入人心。因此,本论文以电视广告中的男性形象为主要分析对象。剖析男性性别气质——刚强与温柔的同时,探究当代广告对"大男人"形象的重新塑形问题,并解读其背后的深层解码涵义。     

浅析产品形象设计中的型与色

产品形象设计是为实现企业形象总体目标的细化,使产品内在的品质形象、产品外在的视觉形象与社会形象形成统一性而展开的。良好的产品形象有利于树立良好的企业形象,增加客户对品牌的美誉度和信任度,提高企业的竞争实力。本论文是通过对产品设计的色彩与造型两方面进行分析,来阐述其在产品形象设计中的造型价值。     

新消费视域下的设计管理研究

设计管理是一门基于艺术学与管理学理论，系统研究设计创新活动的基本规律和经营管理的新型交叉学科。随着中国社会由生产主导型社会向消费主导型社会的全面转变，消费问题越来越受到学界的关注，设计管理研究面临着新的变化与挑战。文章从竞争战略、超越产品、价值涌流、设计进化和关联关系五个方面，对设计管理研究在新消费视域下的发展进行分析，尤其在跨学科研究方面提供新视角。     

数据时代,到底什么是生产性的?(下)

3. 创造新价值 回到互联网,数据产生的价值是什么价值? 按照"生产要产生新价值,新价值不同于交换价值"的观点,价值指出了我们为什么而生产——生活作为生产目的,具有内在价值.因为生活与消费结合在一起,就是消费本身是生活.     

产品设计中基于感官设计的触觉传达

在体验时代的背景下,人们对精神消费的需求已远远超过物质消费的需求,以强调功能性和技术感的设计理念已经很难对用户产生首因效应,人们开始渴求从产品中获得情感上的满足与慰藉。因此在设计过程中我们要反复思考产品如何为用户带来感官上的舒适体验,如何将产品设计中融入更多的感官因素。鉴于此,文章就以电脑键盘设计为例,通过分析其影响感官体验的触觉因子及其对用户心理产生的影响,探讨通过触觉设计,加强产品的感官刺激,从而提升产品用户体验。     

呵护你视觉的每一处边角——三星笔记本2008三大经典设计全解析

如果说笔记本电脑外观设计在前些年仅是显露于外、契合商务人群品位与嗜好的次要消费利益。伴随消费群体多元化、性能平台同质化趋势的突现,如今的笔记本外观设计,更成为塑造产品差异化形象、阐明消费内涵及引发用户价值共鸣的核心竞争力。     

浅析女性消费心理和广告中的女性形象

在我国，女性消费心理随着社会的发展而发生了重大的变化，女性消费者有其独特的消费心理特征，是市场中最为活跃的主角，她们在购买活动中起着特殊作用。本文通过对女性消费心理的重要性、女性消费心理特征、广告中的女性形象和广告中女性形象对消费者的影响等几个方面的分析，试图对广告中女性形象与女性消费者心理与行为三种因素间互动关系与相关关系做一些初步的探讨。     

电脑消费与电脑消费心理

人们在购买不同的家用电脑时有着不同的消费心理,越是高档产品,品牌就越重要,人们购买时也就越慎重考虑,因为这笔资金也许是一个家庭整整一年的积蓄。除此之外,社会时尚、技术进步、消费文化和个人价值等因素也是影响消费心理的重要组成部分。下面,让我们从四个方面来分析一下电脑消费心理方面的一些特点:     

多媒体技术在电视广告中的应用

进入90年代以来,多媒体技术在研究和应用中风靡世界.它综合了计算机声音(voice)、图像(image)、视像(video)、图形(graphics)、动画(cartoon)、文本(text)等多种信息媒体处理技术,将这一技术熔于电视广告中,能提高产品在市场中的知名度.本文所述的多媒体技术在电视广告中的应用软件,可用生动、形象的多媒体信息充分描述和表达产品较为抽象、复杂的内部构造,向用户直观展示具有图文并茂、形象模拟、色彩丰富的产品性能和特征.     

超越技术导向的工业设计创新

消费已成为现在社会的文化风尚,人们对高品质生活的欲望与日俱增,对消费产品的需求更加个性化、多元化.世界知名企业显然非常清楚消费者的心理需求,在重视研究开发先进产品技术的同时,认识到要使技术创新获得真正的生存意义与发展空间,必须把设计创新作为提升产品活力、建立企业形象以领先市场的重要营销手段,逐渐从以往的技术主导型产品转变为以工业设计创新为主导的产品开发,强调以快速创新的设计开发来掌握先机而主导市场,以不断变化的产品风格持续地占领市场份额.     

CODIRO: A New System for Obtaining Data Concerning Consumer Behavior Based on Data Factors of High Interest Determined by the Analyst

The aim of this paper is to propose a new system for the strategic use of customer data that includes and integrates such differing data sources as company databases, mobile telephone networks and Internet data and is a consumer research support system for the discovery of new marketing opportunities. This system, called CODIRO, will be discussed in this paper using a case study of the effects on sales of processed food product television commercials. A system for verifying the validity of consumer behavior models will also be described and discussed. Use of the CODIRO analysis system makes it easy to introduce, into the analytic model, consumer attitude changes and in-store data of many types that have not been used to measure advertising and promotional activity effectiveness in the past.     

Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators

Advertising has become the most efficient way for companies to transmit product information to consumers. Words and images are often used to display the product and thus attract the attention of consumers. Of all types of endorsement, celebrity endorsement is the marketing method most frequently used by entrepreneurs. Entrepreneurs use celebrity endorsement to increase consumer purchasing motivation. Not only can celebrity endorsements attract consumers to purchase products, but the appeal of statements by celebrities can also affect consumer product image. Different appeal methods result in different advertising effects. This study used the case of advertising spokespersons for cell phones with general consumers as subjects. A total of 202 valid samples obtained through the questionnaire survey and used partial least squares regression analysis. The results showed that celebrity endorsements, advertising appeal, and advertising effect significantly and positively affect consumer purchase intentions. Moreover, advertising appeal and advertising effect exert a partial mediating effect on the relationship between celebrity endorsement and purchase intention. © 2012 Wiley Periodicals, Inc.     

当代影视广告创意语言探析

当代广告与生活已紧密相连,广告已经渗透到我们生活的方方面面。影视广告即电影、电视广告影片,作为广告重要组成部分的影视广告,其广泛用于企业形象宣传、产品推广,具有着广泛的社会接受度。我们主要把影视创意方式分为亲情式表达,意境式表达,幽默式表达,形象代言人直叙型,故作悬念式表达手法等多种表达方式。将多种方式搭配一起使用,将取得事半功倍的效果。     

IPTV: Reinventing Television in the Internet Age

The paper discusses that IPTV isn't just about delivering digital television over Internet technology; it's about reinventing television to better achieve the goals Sarnoff first articulated decades ago. It's about developing a new medium that's greater than the sum of its parts. It's about creating a video- centric, next-generation Internet accessible on any device, be it mobile phone, computer, or HDTV, at any time and place the consumer chooses. It's about leveraging the Internet's power to better navigate the flood of content flowing our way. And it's about reinventing television advertising from being an unwelcome interruption to being useful, relevant information that can help make our lives more productive and fulfilling.     

奢侈品广告中“泛裸体”视觉形象的原因

消费时代是一个身体欲望极度膨胀的时代,消费市场的日益成熟,奢侈品消费已渐成为风尚。本文通过对奢侈品广告中独特的裸体视觉符号表达意义和审美情趣的延伸和发展,挖掘出在当今奢侈品广告中泛裸体视觉形象成为文化表征原因以及这种身体审美的特质对广告传播的价值作用。     

Predicting user response to sponsored advertising on social media via the technology acceptance model

Sponsored advertising has generated strong advertising revenues for Facebook in recent years. As sponsored ads are built on an interactive platform that could be seen as invasive to user privacy, the growth of this advertising platform has important implications for consumers, and advertisers alike. As little research is available on consumer response to sponsored advertising as an interactive technology innovation, the current study assesses the effects of user perceptions of privacy risk, intrusiveness concerns and utilities of sponsored advertising on consumer attitudes and purchase intent. Testing a model derived form the technology acceptance model (TAM), the study found that privacy and intrusiveness concerns are both valid antecedent variables to perceived usefulness but not perceived ease of use of sponsored advertising. While both antecedent variables also influence consumer attitudes toward sponsored advertising, only privacy concerns have an impact product purchase intentions. The hypothesized relations between perceived usefulness, ease of use, attitudes and purchase intentions were also validated.     

浅析情感化设计在家居产品设计中的应用

随着现代社会的发展,人们对家的重视愈加突出。人们开始关心生活的情趣与质量。产品设计的主旨是"以人为本".即注重情感设计。它包括人与产品之间,产品与环境之间的情感反应。本文主要总结消费者心理特征的几个方面及三种水平的情感设计,来分析人们如何利用这些心理特征设计出人性化的家居产品。     

论企业品牌营销中商业广告的传播策略

广告的传播策略是企业品牌营销中展现产品的重要手段,它为塑造企业的品牌形象提供了多样化的渠道。从营销的受众心理、文化意识与品牌广告的结合、广告传播的新媒体特性以及广告传播的终端体验4个方面,对企业品牌营销中商业广告的传播策略进行理论上的探讨。     

Interactive Television Trials and Marketplace Experiences

This article provides a review of ITV trials and services from the 1970s through the mid 1990s. It presents an annotated history of ITV and draws a number of lessons about content, pricing, consumer appeal and advertising within an interactive television context. ITV has alternated between peaks of marketing hyperbole and valleys of skepticism. A realistic path of development may now be emerging.     

故事性广告的灵活运用

在信息膨胀的今天,人们生活在众多广告所包围的环境中,如何让消费者对一则广告过目不忘?如何让消费者对其广告感兴趣并有所期待?我们试图通过遗忘与记忆的原理来分析。我们发现,往往是有故事情节的广告更能被人们所记牢。因此,为我们的广告创造一定的场景、并赋予其故事性,加大其矛盾冲突,制造抓人眼球的悬疑,使广告的受众对其产生兴趣。从而更好的吸引消费者、强化消费者对其广告的认知并记忆。