中国儿童电视广告的诉求策略研究
毕业论文关键词：儿童广告，儿童电视广告，广告诉求，诉求策略
Abstract：With the development of economy and technology, we usher in the large consumption age and developed in the information age. On the one hand, Chinese families with children as the most important which intensifies the competition for children's products and services. On the other hand, development of technology makes children's access to information more perse. Television media, as one of the three major traditional media which is special and efficient, dominates in the children's television advertising. However, in the process of children's television advertising's development, we also find that there are many problems. This Thesis researches Chinese children's television advertising. The research mainly contains three parts：Appeal form, problems in appeal, innovative use of advertising appeals strategy. According to the research to grasp the audience’s special psychology of children's television advertising, accurate positioning of advertising appeal, pay more attention to the humanized demands in children's television advertising and avoid misleading appeal in advertising, and promote the development of Chinese children's television advertising to a higher level.
Keywords：Children's advertising, children's TV ad, advertising appeals, appeal strategy
一、引言4
二、儿童电视广告及广告诉求概述4
（一）儿童电视广告的内涵4
（二）广告诉求的概念及特点5
（三）儿童电视广告诉求的发展6
三、儿童电视广告的诉求策略6
（一）诉求对象的细分策略6
（二）诉求重点的选择策略8
（三）诉求方式的运用策略9
四、中国儿童电视广告诉求策略存在的问题11
（一）对诉求对象的分析不够细致11
（二）对诉求重点的理解不够深入12
（三）对诉求方式的运用不够灵活13
五、中国儿童电视广告诉求策略的创新运用13
（一）把握儿童广告受众的特殊心理13
（二）准确定位广告诉求的重点内容14
（三）注重儿童电视广告的人性化诉求14
（四）避免在广告中进行有误导的诉求14
结论16
参考文献17
致谢18
一、引言
经济的发展使得我国迎来了消费的时代，作为新生代消费主力军的儿童，无疑成为众多商家纷纷角逐追求的对象，因为他们不仅是当前的消费者，更是巨大的潜在消费者，存在巨大的消费潜力，具有强大的购买力，因此市场上针对儿童消费品的投放广告层出不穷。
儿童消费群体是一群独特的消费群体，受到年龄、心理成熟程度影响，他们的阅读、理解接受能力有限，因此，商家必须选择一种适应上述的儿童电视广告受众特点的媒介作为广告的载体，从而引起儿童对广告产品的注意和喜爱，而电视媒介视听结合、感染力强的诸多特点使之成为众商家投放广告的首选媒介。因此，儿童电视广告蓬勃发展，逐渐成为儿童广告市场上的主力军。然而，一则儿童电视广告若想成功，既实现广告主渴望的经济利益和品牌美誉，又要可以为儿童带来正面效应，就需要严谨科学的广告制作，而广告诉求策略作为广告制作的重要环节之一就决定着儿童电视广告必须正视它的诉求形式，寻求最合适，最完善的策略，以达到广告目标。
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