摘要：儿童广告是指儿童使用的产品或有儿童参加演示内容的广告。该种广告具有语言通俗易懂，内容生动形象，使用名人代言，加入卡通形象等特征。当前我国儿童广告市场发展迅速，市场前景较为广阔。儿童广告的商品类型众多，创意和广告所产生的社会意义也有所区别。儿童广告所针对的受众群体虽然是儿童，但是一些商品的购买权掌握在家长的手中，从这个角度上说，某些儿童产品广告的受众基本是家长，比如儿童药品广告、奶粉广告等。因此为了避免受众群体的重复混乱，本文选取儿童零食广告作为研究对象，并选取儿童熟知的奥利奥系列产品广告作为案例，通过对案例的深入剖析，了解我国儿童零食广告的相关情况，最后针对研究中的问题提出一些建议。52299

毕业论文关键词：儿童零食广告，案例分析，相关请况，建议

Abstract: Advertisement for Children is a kind of advertisement which is specially designed for children products or showed by children. It is special for its intelligible words, creative contents, and being showed by celebrities or cartoon images. Nowadays, China has a market of Advertisement for Children which is developing at top speed and promising. Advertisements for Children is multitudinous, which also lead to the dissimilar social meaning of various kinds of Advertisements for Children. The audiences of Advertisements for Children are children themselves. However, the parents got the purchasing right of some kind of products. Therefore, in some ways, some audiences of some particular Advertisements for Children are the parents, such as the advertisements of the children's medicine or powdered milk. The author of this article choose the Advertisement of Children's Snacks as the research object for avoiding the misleading of audiences. Then, the author will choose the advertisement of OREOS as the case, and got the information of the development of Advertisement of Children's Snacks with the analysising of the case, and get some relative situation of Advertisement of Children's Snacks in China. Finally, the author will cite some advice for problems of Advertisement of Children's Snacks.

Keywords: Advertisement of Children's Snack, the analysising of the case, relative situation, advice

目录  

一、前言4

二、文献综述4

（一）儿童广告的研究4

（二）儿童广告的研究方法6

（三）总结儿童广告研究7

三、研究问题7

（一）概念界定7

（二）问题描述7

四、研究方法8

（一）案例选取8

（二）选取理由8

五、案例分析8

（一）奥利奥缤纷双果电视广告8

（二）奥利奥冰淇淋电视广告13

六、研究结果18

（一）儿童零食广告的特点18

（二）儿童零食广告中存在的问题18

（三）相关问题应对策略19

七、不足与改进19

结论20

参考文献21

致谢22

一、前言

    随着21世纪经济全球化发展的步伐，我国市场经济迅速发展，人民生活水平逐渐提高，各个家庭的消费能力也在增强，由此家庭在儿童消费上开始拥有更多的支出。据调查显示，城市儿童消费在家庭支出中所占比例超过33%的家庭，已占到家庭总数的90%。[6]由此可见，儿童的消费逐渐扩大，针对儿童所生产的商品越来越多。而儿童作为一个特殊的消费群体，应当受到特殊的关注。当前，儿童广告众多，一部分广告的受众虽然是儿童，但是购买的决定权却在家长的手中，比如奶粉广告、药品广告。此类广告的目标受众是儿童家长，所以对儿童的影响并不是直接的、明显的。因此，为了便于研究，本文选取受众群体较为集中的儿童零食广告作为研究对象。