明星“自黑增粉”营销的情感倾向探析  

Self-mockery:A Study on the Emotional Tendency of Marketing Strategy by Celebrities

作　　者：郑欢 熊渝[1] Zheng Huan;Xiong Yu

机构地区：[1]上海师范大学 [2]上海师范大学广告学系

出　　处：《广告大观（理论版）》2020年第1期11-20,共10页Journal of Advertising Study

摘　　要：后现代文化对经典的解构主张与批判逻辑,使自黑营销成为品牌传播方式的一种选择。品牌依靠适度的自我调侃和自讽,满足消费者的反叛心理,引发关注。但品牌自黑究竟构建了怎样的消费者关系?本文以《吐槽大会》[1]为例,通过相应的文本分析和扎根研究方法,分析受众对品牌自黑的情感倾向度,希望此研究结果对品牌自黑营销的效果预估有借鉴作用。Self-mockery marketing,originated from post-modern cultures filled with deconstruction and critical logic,has become a strategy of brand communication.Brands can cater to the consumer with the rebellious mentality,at the same time draw their attention by moderate mockery themselves.What kind of relationship between brands and consumers can self-mockery marketing build?This paper takes Roast as the study object to analysis the audience's emotional tendency influenced by self-mockery marketing of brand by natural language processing and grounded theory.We look forward that the results of our study can be used in the further researches of brand self-mockery marketing.

关 键 词：自黑 情感倾向 营销 增粉 

分 类 号：J943[艺术—电影电视艺术]