文档介绍：华中科技大学
硕士学位论文
消费社会背景下的娱乐广告研究
姓名:王若溪
申请学位级别:硕士
专业:传播学
指导教师:汪佩伟
20070511
华中科技大学硕士学位论文
摘要
广告,自诞生之日起就是作为劝服消费者购买的促销利器,带有很强的功利性。
娱乐,源于人类趋乐避苦的本性,是最能打动人心的有效手段。在追求商业利益最
大化的消费社会中,娱乐的商业价值被最大限度的开发与利用,正在以无孔不入之
势向社会的各个领域渗透。在这场娱乐化浪潮中,广告业也主动为娱乐敞开大门,
与娱乐亲密联姻。娱乐广告与以往的硬性推销式广告不同,是一种软性吸引的艺术。
在这一过程中受众被娱乐因素吸引,变抵制心理为主动参与,广告的互动性也进一
步增强。
本文用四章内容对娱乐广告进行了分析。第一章分析了娱乐广告出现的社会背
景,消费社会的诸多特征为广告与娱乐的结合提供了可能;第二章对娱乐广告的特
征进行分析,提出娱乐广告具有广告表现的审美性、创意形态的戏剧性、叙事目的
的隐性化、娱乐元素的流行性以及符号、技术的互动性等特征;第三章分析娱乐广
告背后的传播机制,主要是从广告商编码、受众解码的角度进行探讨,并分析了误
读现象的产生;第四章对消费社会中的娱乐广告展开反思与批判,深入探讨了娱乐
广告对人们心理层面及社会价值观层面产生的负面影响。

关键词:消费社会娱乐娱乐广告
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华中科技大学硕士学位论文
Abstract
From the very beginning, the advertisement is the achievement urges the promotion
sharp weapon of persuading consumer. it also has strong utility. The entertainment source
from the human natural of tending happiness and avoiding bitter, is the effective method
to move people’s heart. In our consumption society of pursuing maximization of
commercial interest, the entertainment’mercial value is developed and used by the
maximum limit, it also saturate to society's each domain by a huge potential .In this
entertainment tide, the advertising industry also opens its door widely for the
entertainment, intimately join with the entertainment. The entertainment advertisement is
different from the former rigid sales promotion type advertisement, it is one kind of soft
attraction art. In this process, the audiences are attracted by the entertainment factors ,
their psychology is changing from the resisting to the initiative participation, the
advertisement’s interaction also be further strengthened.
There are four chapters in the article. The first chapter has analyzed the social
background of the entertainment advertisement, many social characteristics of
consumption society have provided the possibility for the connection of advertisement and
the entertainment; The second chapter analyses the entertainment adverti