Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/132459


Title: 中國老年人商品電視廣告內容分析:訴求與廣告表現
Content Analysis of Chinese Seniors TV Commercial: Advertising Appeals and Performance
Authors: 蔡超
Cai, Chao
Contributors: 鄭自隆
Cheng, Tzu-Leong
蔡超
Cai, Chao
Keywords: 中國老年人
電視廣告
內容分析
老年人廣告
廣告訴求
廣告表現
Chinese Seniors
TV Commercial
Content Analysis
Seniors TV Commercial
Advertising Appeals
Advertising Performance
Date: 2020
Issue Date: 2020-11-03 11:31:07 (UTC+8)
Abstract: 中國人口老齡化趨勢明顯,並且仍在持續。與此同時,中國人的收入水平、教育水平、社會保障水平不斷提高。可以預期,中國老年人消費市場未來將有較高的成長空間。老年人群體收看電視的時長是所有年齡層中最長的,因此,電視廣告應當被視為老年人市場的重要行銷工具。

本研究收集了2018年中國38家省級以上電視台的老年人商品電視廣告。通過內容分析的方法,探討了不同類型的老年人商品電視廣告在廣告時長、廣告訴求、廣告表現上的差異。

研究發現,多数老年人商品電視廣告在非高峰時段播出;高峰時段的老年人商品電視廣告呈現更年輕,但較少出現社會關懷;老年人商品電視廣告中高涉入度產品佔比高;低涉入/感覺類的老年人商品更趨表現經濟性、產品細節以及指明具體購買行動;鞋類廣告佔比近半,強調舒適性、安全性以及對老年市場的專注;健康及生活用品類老年人産品廣告場景豐富,更趨強調便利性以及指明具體購買行動。
The aging trend of China's population is obvious and continues. At the same time, the income level, education level, and social security level of the Chinese people continue to improve. It can be expected that the consumer market for seniors in China will have a higher growth space in the future. The length of time that seniors watch TV is the longest of all age groups, so TV commercials should be regarded as an important marketing tool for the elderly market.

This study collected TV commercials for seniors from 38 TV stations above the provincial level in China in 2018. Through the method of content analysis, the differences in advertising duration, advertising appeals, and advertising performance of different types of Chinese senior TV commercials are discussed.

The study found that most TV commercials for senior products are broadcast during off-peak hours. TV commercials for senior products at peak hours appear younger, but less social care. The proportion of products with high involvement in TV commercials for seniors is high. High involvement/feeling senior products tend to show economy, product details, and specify specific purchase actions. Footwear ads accounted for nearly half of senior TV commercials, emphasizing comfort, safety and focus on the senior market. There are rich advertising scenes for health and daily necessities products for seniors, with more emphasis on convenience and specific purchase actions.
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Description: 碩士
國立政治大學
傳播學院傳播碩士學位學程
104464064
Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104464064
Data Type: thesis
Appears in Collections:[傳播學院傳播碩士學位學程] 學位論文

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