Advertising Performance and Social Cultural Imager: A Case Study of Master Kong\'s Instant Noodles
| Autor: | Zhou，Ke-Qi, 周珂祺 |
|---|---|
| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 107 This study is aimed at the advertising performance of TV commercials in China's Master Kong instant noodles over the years, exploring the relationship between social changes and China's current social and cultural imagery, and the intermediary role of advertising performance. The social and cultural image refers to the core values of socialism with Chinese characteristics shaped by the government. This study found that: 1. In addition to propaganda for commodities, commercial advertisements in Chinese society also take the initiative to take social responsibility and echo social and cultural values. Advertising is influenced by many aspects of social change, and it is transmitted to individual individuals, affecting its political and cultural awareness, and acculating political socialization. 2. Hard social and cultural imagery, using longer creative materials. The longer the creative, the more things that can be delivered and expressed are shorter than the length of the advertisement, and the hard social and cultural images that are difficult to express are expressed. 3. When the advertisement responds to the social and cultural image, the different images have different performances. This study found that professionals can better present a "dedication" social and cultural image. Amateurs can present a "free" social and cultural image. When the interactive scene is indoors, it is easier to present "harmony", "dedication" and "friendliness". Sensual appeals and rational appeals respectively reflect hard and soft social and cultural images. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|