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英语商品广告中的性诉求例证
时间:2012-11-07 浏览次数:1129次 无忧论文网
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【中文题名】 英语商品广告中的性诉求例证 【英文题名】 Sex Appeal in English Advertising 【中文摘要】 本世纪最热门的话题之一就是关于性的。尽管人类社会逐渐步入数字纪元,性始终在人类社会占据着重要地位,性感的男性女性始终是广告的焦点所在。在广告界,性诉求依然作为一个重要的卖点存在于广告创意中。本论文主要研究了性诉求在英语国家广告中的运用,同时对中国广告界采用这种诉求方式可行性,必要性以及注意事项进行了分析。 何谓性诉求广告?性诉求广告是以广告受众的感官,本能,感受为出发点来激发他们购买欲望的诉求手段。好的性诉求广告能够吸引人的注意力,刺激观众的欲望,并且引发观众对品牌的积极联想。 早在十九世纪六十年 【英文摘要】 The intention of this study is to explore the possible advantages of applying sex appeal in advertisements and its application in China and Western countries. As this is a sensitive area, ethical and cultural caution must be taken to avoid clashes of culture and value. When human society has stepped forward into a digital era, there is one thing that remains unchanged: those sexy women models with ample breasts and masculine men are still the main focus of ads. Sex appeal is still where the selling poin 【中文关键词】 性诉求. 客化. 性心理. 目标受众分析. 内容分析. 【英文关键词】 Sexual appeal. Objectification. sexual psychology. target audience analysis. content analysis. Chapter 1 Introduction 11-27 1.1 Introduction 11-12 1.2 Literature Review and Methodology 12-15 1.2.1 Literature Review: 12-15 1.2.2 Methodology 15-15 1.3 History of Sexual Appeal Ads 15-24 1.3.1 Gradual Release from Victorian Puritanism from 1920s to 1950s 15-18 1.3.2 Sexual Revolution in the 1960s 18-20 1.3.3 Rebellious Sexual Image in 1970s 20-21 1.3.4 Blurring of Sex Identity in 1990s 21-23 1.3.5 21~(st) Century, the New Equation is Sex=X+Y 23-28 1.4 Discussion of Relationship between Social Value and Sexual Ads 24-27 Chapter 2 A content Analysis of Sex Appeal Ads 27-44 2.1 Types of Sexual Information in Advertising: 27-34 2.1.1 Sexual Behavior: 28-29 2.1.2 Physical Attractiveness: 29-31 2.1.3 Sexual Reference: 31-32 2.1.4 Sexual Embeds: 32-40 2.2 Relevance of Sexual Information to Products 34-37 2.3 Intensity of Sexual Information: 37-40 2.4 A Study of the Formula of Sex Ads 40-44 2.4.1 Characters in the Sexual Appeal Ads 40-41 2.4.2 Planning the Plot: 41-42 2.4.3 Other Factors: Atmosphere, Music, Voice, and Scene 42-46 Chapter 3 Business Implication of Sex Appeal Ads 44-58 3.1 Customer Psychology Analysis 44-46 3.2 Customer Reflection toward Sexual Images 46-51 3.2.1 Male Images in Sex Appeal Ads 46-48 3.2.2 Female Images in Sex Appeal Ads 48-51 3.3 Advertising’s Creative Expression 51-51 3.4 Business Benefits of Sex Appeal Ads 51-58 3.4.1 Getting Attention and Generating Sell 51-54 3.4.2 Building Positive Emotional Tie between Customers and Products 54-55 3.4.3 Establishing Brand Image 55-069 Chapter 4 Ethical Responsibility of Sex Appeal Ads 58-67 4.1 Division among Sexy, Indecency and Pornography 58-60 4.2 Level of Public Acceptance 60-61 4.3 Adaptation to Different Nationality, Region and Morality 61-63 4.4 Sex-sell Ads in China 63-069 Conclusion 67-069 Bibliography 069-94
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