以宅制宅——试论对我国御宅族的广告传播策略.doc

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1、以宅制宅——试论对我国御宅族的广告传播策略目录中文摘要····························································2英文摘要····························································3引言····························································4一、概述···················································

2、·········4（一）御宅族词义和来源·············································4（二）御宅族在中国的现状···········································5二、御宅族群体分析···················································5（一）追求时尚、个性、前卫···········································5（二）内心期待主流价值观的认同···············

3、······················6（三）对其兴趣的东西具非凡了解·····································7（四）独具特色的消费习惯···········································71.购物观·····················································72.产品消费···················································73.消费渠道················

4、···································8三、针对御宅族的广告创意策略········································8（一）情感手法·····················································8（二）幽默手法·····················································9（三）性感手法···················································

5、·10（四）动漫手法····················································11（五）修辞手法····················································11四、针对御宅族的广告表现策略········································13（一）理性诉求····················································13（二）感性诉求······················

6、······························13（三）情理交融····················································14五、针对御宅族的广告媒体策略········································14（一）网络视频植入················································14（二）网络论坛····················································15（三

7、）网络游戏植入················································15（四）杂志广告····················································16结论·····························································16注释·····························································17参考文献···················

8、········································18答谢辞··························································