当代广告中的父亲形象分析——以《IAI中国广告作品年鉴》为例

ABSTRACT

Father figure is one of the most significant role in the progress of human civilization society.As a cultural symbol,“father”contains the common cultural connotation of family,society and nation.The evolution of father figure reflects family changes,national identity evolution and individual development.Father,as a core member of a family,his figure transforms from an outsider of kids'life to the partner of them and then ends to be the guarder for the family,exerting profound influence in the children's growth.So,there are important theoretical and realistic significance to research about analysis of father figure.

The author selects the systematic advertisements from2000-2016IAI Chinese advertisement almanac as research objectives to summarize concrete manifestations and transformation of father figure.Then the author will use content analysis to analyze the scenes of the father’s figure in the advertisement,the activities undertaken,and the gender roles played by the father.Further more,fundenmental social reasons of father figure transformation and it's profound influence will also be explored.

In the conclusion and discussion section,the author discusses the significance and influence of father’s figure.Then,this research paper will present advices about the methods used by media to display father figure,and about reasonable transformation path for new father role in modern society,aiming to effect the father or prospective father in real life and help them to play the new role in modern society.

Key words:modern character,father figure,analysis，advertisement almanac

III

西北大学硕士学术学位论文

摘要............................................................................................................................................... ABSTRACT..................................................................................................................................目录...............................................................................................................................................第一章绪论.................................................................................................................................

1.1研究背景与研究意义....................................................................................................

1.1.1研究背景............................................................................................................

1.1.2研究意义............................................................................................................

1.2研究现状........................................................................................................................

1.3研究内容与研究方法....................................................................................................

1.3.1研究内容............................................................................................................

1.3.2研究方法............................................................................................................

1.4研究的创新之处............................................................................................................第二章《IAI中国广告作品年鉴》中涉及父亲形象之广告概述..........................................

2.1《IAI中国广告作品年鉴》中的父亲形象相关广告内容..........................................

2.1.1内容分类............................................................................................................

2.1.2相关特点............................................................................................................

2.2《IAI中国广告作品年鉴》中的父亲形象相关广告内容分类与统计......................

2.2.1分类统计............................................................................................................

2.2.2变化趋势............................................................................................................第三章广告作品中父亲形象的变化.........................................................................................

3.1《IAI中国广告作品年鉴》中的父亲形象相关广告内容文本分析..........................

3.1.1文本分析过程....................................................................................................

3.1.2文本分析结果....................................................................................................

3.2广告作品中父亲形象的变化特征................................................................................

3.2.1从“游戏玩伴”走向“教育者”....................................................................

3.2.2从疏离型走向亲密型........................................................................................

3.2.3从尊敬型走向慈爱型........................................................................................第四章父亲形象变化的原因.....................................................................................................

4.1父亲形象变化的客观原因............................................................................................

4.1.1经济全球化的影响............................................................................................

4.1.2西方文化的冲击................................................................................................

4.1.3生活经验的变化................................................................................................

4.1.4现实生活中父亲淡出........................................................................................

4.2父亲形象变化的主观原因............................................................................................

4.2.1女性意识的崛起................................................................................................

4.2.2消费心理变化....................................................................................................

4.2.3传统价值观念的变化........................................................................................第五章结论与讨论.....................................................................................................................

5.1父亲形象广告研究的意义与影响................................................................................

5.1.1丰富社会文化产品............................................................................................

5.1.2形成新型父母教育观........................................................................................

5.1.3塑造新型生活观念............................................................................................

5.1.4推动社会主义精神文明建设............................................................................

5.2如何在广告中更好地呈现父亲形象............................................................................

5.2.1以消费者心理为主导........................................................................................

5.2.2多种创意表现形式共存....................................................................................

5.2.3善于运用新媒体技术........................................................................................

5.2.4恪守创意的“初心”........................................................................................结语...............................................................................................................................................参考文献.......................................................................................................................................附录...............................................................................................................................................攻读硕士学位期间取得的科研成果...........................................................................................致谢...............................................................................................................................................