我国家电广告家庭形象变迁研究.doc

内容摘要 随着社会经济的发展和人们社会观念的变化，我国家庭结构发生了变迁，家庭在广告中的形象也开始悄然出现一些变化。本文运用内容分析法，对近年来的我国家电广告中的家庭形象进行分析研究。家电广告表现出更加丰富的社会内涵，笔者认为，这种家庭形象的变迁，体现了我国和谐的发展趋向，并从“家庭形象”的相关概念入手，对家庭形象和谐变迁的表现、原因以及影响展开了分析。 首先，本文从家庭结构变迁、家电广告的现状和趋势以及家庭形象在广告中的表现分析了家庭形象变迁的具体表现。其次，本文从社会因素和消费者因素对家庭形象变迁的原因进行了分析。本文从广告传播的社会功能的角度对家庭形象变迁的原因进行了简要分析，并认为我国广告中家庭形象的变迁是一种社会的进步，不仅有助于和谐社会的建构，也有助于家电广告自身的和谐发展。最后，本文就如何在家电广告中进一步体现家庭形象做出了几点建议。 关键词 家庭形象；家庭结构；家电广告 ABSTRACT With the changes in the socio-economic development and peoples social attitudes , our family structure has undergone changes, the family image in advertising began quietly some changes . This paper uses content analysis of advertising in recent years Chinas home appliance family image analysis and study . Appliance advertisement showing a richer social connotations. The author believes that this image of the family changes , reflecting the trend of development of Chinas harmonious , and from the family image of related concepts start to family harmony change the image of the performance analysis of the reasons for and the effects started . ??? ?Firstly, from the family structure changes , the status and trends of advertising appliances and home image in advertising performance analysis of the specific performance of the family image change. Secondly, social factors and consumer factors from the family of the original image changesDue analyzed. From the perspective of the social function of advertising communication change the image of the family a brief analysis of the causes , and that changes our advertising harmonious family is the image of a progressive society, not only help build a harmonious society Structure also helps the harmonious development of their own appliance advertisement . Finally, the article reflects on how to further the image of the family in the appliances ad to make a few suggestions . KEY WORDS family image ; family structure; appliances ad 目 录 一、绪论……………………………………………………………………………4 二、我国家电广告业的发展历程…………………………………………………4 （一）我国家电广告的初创期