国内商业保险视频广告的内容分析  

Content Analysis of Domestic Commercial Insurance Video Ads in China

作　　者：高红阳 赵扬 

机构地区：[1]东北师范大学传媒科学学院

出　　处：《广告大观（理论版）》2017年第6期64-74,共11页Journal of Advertising Study

摘　　要：本文采用内容分析法,收集整理了自2000年以来180条国内商业保险视频广告,这些广告分别来自中国平安、中国人寿、新华保险、中国太平、太平洋保险、泰康人寿等六家公司。研究发现,保险公司在企业形象或品牌宣传上广告投入力度大,在向消费者证明实力的同时,他们也在期冀消费者给予更多的关注、好感和信任。保险公司选用名人代言人或普通代言人,主要考虑亲和力、可信度和适用性,这些均可成为广告效果的加分项。但同时,国内各保险公司投放的广告类型单一、同质化严重,在创意、设计和制作水准等方面均待提高,消费者往往很难建立对其良好深刻的印象,因而也难有进一步的认知度乃至购买欲望。这势必影响广告效果,从而影响保险公司产品的推广销售以及企业未来的发展。准确把握消费者心理诉求,完善广告内容和形式、提高广告质量,才有助于逐步培养或提升消费者良好的保险意识。This paper corrects 180 video ads of 6 domestic commercial insurance companies, inctuding Ping An of China, China Life, New China Life Insurance, China Taiping Insurance, China Pacific Insurance and Taikang Life Insurance since 2000, using the method of content analysis. The study finds that the insurance companies invest a tot in the corporate image or brand ads in order to prove the companies＇ strength to the public, and also expect more concerns, goodwill and trust from the consumers. The affinity, reliability and appticabitity should be the first consideration when the companies select the celebrity or ordinary spokesperson, which can be the bonus points of advertising effects. But, because of the problems such as single-type, homogeneity and the tack of creativity and design of domestic insurance ads, it＇s difficult for the consumers to establish a good and deep impression and to have further awareness and purchasing desire, which is bound to inftuence advertising effects, thus impact product promotion, sales and even future development of the insurance companies. It＇s necessary to grasp the psychological, demands of consumers accurately, advance the content and form of ads and improve the quality of ads so as to cultivate or enhance consumers＇ insurance awareness.

关 键 词：商业保险 保险广告 视频广告 

分 类 号：F713.8[经济管理—广告]