摘要：论文意在通过对布波族以及他们的文化对广告产生的影响和应用进行一系列研究，从而得出未来广告主与广告公司对于逐渐细分的消费大众的更加合理有效的调查研究方法，以及整个广告业未来的发展趋势。通过对从布波族产生起直到现在的广告案例进行研究，结合广告学，社会学理论，分析布波族的特性，布波文化的特性，得出的观点是把布波族所认同的人生观，价值观加入到以他们为目标消费者的广告中去，由被动变主动，把布波族的文化与精神连同广告一起宣传出去。同时，这也是今后广告的研究方向，应该要有更强的受众针对性，改变填鸭式地宣传，变为使受众心理上先认同，再在行动上支持。而面对细分后的受众，广告也应该变得更加个性化，技术性也应更强。

关键词：布波族 布波文化 广告 细分

Abstract:Paper tend to research how the Bobos and their culture made influence on advertising, so as to obtain a series of more reasonable and effective methods for advertisers and the advertising company to research gradually subdivision consumer, and to see the trend of advertising development in the future. By researching the advertisement case about the Bobos produced from the time when Bobos born until now ,and looking for advertising, sociological theory, analysing the characteristics of the Bobos and their culture, we can conclude that if we plus the Bobos’ outlook on life and the values of identity into the advertising initiatively, we can also advertise the Bobos’culture and their spirits together. At the same time, it is also the future research direction, advertising should have a stronger audience pertinence, change cramming into to publicize the audience psychological first identification, again in action support. But in front of the subdivided audiences, advertising should also become more individual,and technicality should also be stronger.

Key words: Bobos ; Bobos’ culture ;Advertisement; Subdivision

　　　布波族如今只是众多群族中的一类人群，数量虽少却贵在精，而且越来越有成为社会主流人群的发展势头。我们抛开群族单独说布波族这种高学历高品位，有物质财富有精神生活的状态，这样一种状态可以说不失为一个社会人向往的最完美的理想境界。因此，可以肯定地说，这样的人绝对不会减少，随着高等教育的普及，只会越来越多，并成为在社会上有一定话语权的强大成熟的族群。之前的广告可能更多的只是内容与精神要义上符合布波族的价值观，因此能被他们认同，但之后的广告一定不仅仅只是这样单方面的传递信息，被受众接受，而是会出现受众与传播者之间的互动，两者相互认同，达到共鸣，从而达到更好的传播效果。