摘要
在国家政策、媒介伦理以及安全套产品特殊性的制约下，中国大陆安全套广告内容含有丰富的象征意蕴，具有较高的文化价值。通过实证研究获知，在安全套广告内容的建构策略上应注意：表现形式应结合富媒体化的内容呈现方式，通过形象化符号的赋予来表达性意，提升受众关注度；让公益内容增加产品附加价值，情感内容结合功能内容进行平衡，并渗透丰富的理性内涵和精神意蕴于产品之中；同时，广告内容还应与目标受众的文化背景相契合，树立正确的性观念导向，以提高受众对安全套广告的认知度。
Under the restrictions of national policies, media ethics and the particularity of the condom product, the contents of condom advertisements in Chinese mainland underline the rich levels and symbolic implication, Involve politic, social life traditional sexual idea human nature need and value , etc. Based on the cognition of condom advertisements, the contents of well construction stopped in information organizing by means of visualization symbol transmission and the Rich Media and emphasized to applying Public Welfare information to add the additional value, adjusted the equilibrium relationship of emotional and functional attributes information to induce perceptual and rational consumption behavior. In addition content construction should be in accord with the cultural background of target audience devote to establish the correct sexual idea. Merged into the Mainstream of cultural concept to ensure the well construction of the contents of condom advertisements.
出处
《现代广告》
2015年第17期52-59,共8页
Modern Advertising
基金
湖南省社会科学基金项目：“中国广告视觉传达的嬗变（1979-2013）”,资助项目编号14YBA359.
关键词
安全套广告
认知
建构策略
Condom Advertisement, Deep Implication, Cognition, Construction Strategy
