摘 要

当前的中国社会，人们对精神文化的需求越来越大，体现在消费行为之中便是追求商品背后所代表的符号价值。而处于成长阶段的青少年群体价值观念尚未形成，使得他们更容易受到时尚品牌广告的影响，对时尚文化趋之若鹜。消费文化的发展让我们看到时尚品牌广告对青少年带来的积极影响，但一些时尚品牌广告中消费主义的盛行又对社会造成负面意义。通过对时尚品牌广告对青少年消费行为的影响研究，有利于我们理性看待时尚品牌广告，并对青少年消费群体的健康发展产生重大意义。

本文以时尚品牌广告为切入点，阐释时尚品牌广告的消费主义倾向与消费文化下的青少年消费特征，通过分析时尚品牌广告与青少年消费行为的关系，探究时尚品牌广告对青少年消费行为的影响。一方面，从积极与消极角度分析时尚品牌广告对青少年消费行为的影响；另一方面，从时尚品牌广告本身的内容与形式时尚分析影响效果。最后就时尚品牌广告的消费主义价值倾向危害提出对策，呼吁构建正确的时尚品牌消费价值观。

本文采用了文献调研法和案例分析法，结合消费学、传播学与广告学的内容，从时尚品牌广告本身和宏观的角度深度探讨时尚品牌广告对青少年消费行为的影响，同时使用大量广告案例进行论证，做到理论与实例相结合。

关键词：时尚品牌广告；青少年消费者；消费行为

Abstract

In the current Chinese society, people have an increasing demand for spiritual culture, which is reflected in the pursuit of the symbolic value behind the commodities. However, the value of young people in the growing stage have not yet been formed, which makes them more susceptible to the influence of fashion brand advertising and to the pursuit of fashion culture. With the development of consumer culture, we can see the positive influence of fashion brand advertisements on teenagers, bur the prevalence of consumerism in some fashion brand advertisements has a negative impact on the society. Through the study of the influence of fashion brand advertising on teenagers’ consumption behavior, it is helpful for us to treat fashion brand advertising rationally and has great significance for the healthy development of teenagers’ consumption groups.

This paper takes fashion brand advertising as the entry point to explain the consumerist tendency of fashion brand advertising and the characteristics of teenagers' consumption under the consumption culture. By analyzing the relationship between fashion brand advertising and teenagers' consumption behavior, this paper explores the influence of fashion brand advertising on teenagers' consumption behavior. On the one hand, it analyzes the influence of fashion brand advertising on teenagers' consumption behavior from positive and negative perspectives. On the other hand, from the fashion brand advertising itself content and form fashion analysis effect. Finally, the paper puts forward countermeasures to the harm of consumerist value tendency of fashion brand advertising, and calls for the construction of correct consumption values of fashion brands.

This paper adopts literature research method and ease analysis method. First of all, combining the content of consumption, communication and advertising, this paper deeply discusses the influence of fashion brand advertising on teenagers’ consumption behavior, and explores the reasons from a new perspective. At the same time, a large number of advertising cases are used to demonstrate the combination of theory and examples.

Key Words：Fashion brand advertising; Adolescent consumers; Consumer behavior

目 录

第1章 绪论.................................................................................................................................................1

1.1研究的目的和意义...........................................................................................................................1

1.2研究的内容和目标...........................................................................................................................2

1.3研究的方法和措施...........................................................................................................................2

第2章 时尚品牌广告与青少年消费行为...........................................................................................4

2.1时尚品牌广告....................................................................................................................................4

2.1.1时尚品牌广告概念...................................................................................................................4

2.1.2时尚品牌广告特点...................................................................................................................4

2.2.3时尚品牌广告的消费主义倾向............................................................................................5

2.2青少年消费行为...............................................................................................................................5

2.2.1消费行为.....................................................................................................................................5

2.2.2消费文化背景下青少年消费行为特征..............................................................................6

第3章 时尚品牌广告对青少年消费行为的影响.............................................................................8

3.1引导青少年消费，促进消费观的形成.......................................................................................8

3.2宣扬美的文化，培养青少年的审美情趣...................................................................................9

3.3唤醒青少年自我意识的构建，实现身份认同........................................................................10

3.4消极影响...........................................................................................................................................12

3.4.1青少年产生畸形消费行为...................................................................................................12

3.4.2青少年形成消费主义价值观..............................................................................................12

第4章 时尚品牌广告个案及其影响效果分析................................................................................13

4.1时尚品牌广告的内容时尚影响效果........................................................................................13

4.2时尚品牌广告的形式时尚影响效果........................................................................................13

4.2.1色彩运用..................................................................................................................................13

4.2.2流行音乐...................................................................................................................................15

4.2.3广告语.......................................................................................................................................16

4.2.4代言人.......................................................................................................................................17

第5章 时尚品牌广告消费主义倾向的应对策略..........................................................................20

5.1重塑时尚品牌广告的社会责任.................................................................................................20

5.2政府加强对时尚品牌广告行业的监管...................................................................................20

5.3社会舆论的正确引导...................................................................................................................20

第6章 结论................................................................................................................................................21

参考文献.....................................................................................................................................................22

致谢..............................................................................................................................................................22