德系三大豪華轎車在《中國經(jīng)營報(bào)》中的平面廣告分析.pdf

1、廈門大學(xué)碩士學(xué)位論文德系三大豪華轎車在《中國經(jīng)營報(bào)》中的平面廣告分析姓名：黃瑩申請學(xué)位級別：碩士專業(yè)：傳播學(xué)指導(dǎo)教師：陳培愛20080301AresearchontheAdvertisingofThreeLuxuryCarsFromGermanon‘ChinaBusiness’AbstractThisresearchchoseluxurycarsAudi，BMWandMercedesBenzfromGerman勰samples，used

2、contentanalysistoanalyzethecars’advertisingon‘ChinaBusiness’from2002to2007Itinvestigatedthevariablesaboutsize，location，colorpicture，model，logo，slogan，text，representationandSOontodiscussthetrendofluxurycars’advertisingonb

3、usinessnewspaperandthedifferencesbetweenthreefamousbrandsFurthermore，theresearchhopedtoprovidetheoryguidanceforfurtherresearchandexperienceforthepractitionersinchinaTheresultsareasfollows：①Thetrendofthreeluxurycars’adver

4、tisingwasbaSedontheirowncommercialplansinChina②Themainpagesofsampleswere‘news’and‘a(chǎn)dvertising’，Audipreferredto1／2pagewhileBMWandMercedes—Benzpreferredtowholepageads③BMW’SadsweremuchmorelivelyandinnovativethanAudiandMerce

5、desBenz’Sinthestylechoiceofpage④Sampleswerealmostcolorful，picturesandtextweremixedtogetherpicturesweremorethantextineachsample，frequentlyrepeated⑤SlogansofAudiandBMWranthroughalltheirads，butMercedesBenzdidn’thavesloganTh

6、estylesofheadlineswerealmost‘news’and‘slogan’；thetextwasaboutmorethan100words，mainstyleswere‘explain’and‘depiction’@Thesamplesweremainlyaboutproduct，afewaboutbrainsorinformationofthecompanyAudipreferredtorationalrepresen

7、tationsuch嬲technicalsuperioritywhileBMWandMercedesBenzstressedonsensitiverepresentationsuchaSfeelingofdriversorhistoryofbrandIntheend，thestudyalsodiscussedthereasonsoftheseresultsandputforwardsomesuggestionsKeywords：Chin