企业电视事件广告研究

发布时间：2018-03-25 22:40

本文选题：事件广告　切入点：广告表现　出处：《西南交通大学》2012年硕士论文

【摘要】：事件广告作为一种有效的广告传播手段,在近些年来逐渐受到国内外企业的青睐,也备受业界和学界关注。研究企业事件广告能充实事件广告相关理论并对提高企业广告策略的创新有着十分重要的现实意义。本文围绕2008年至2010年三年来国内发生的暴风雪灾害、5·12汶川大地震、三聚氰胺事件、北京奥运会、第十六届亚运会、新中国成立60周年及2010上海世博会这七个重大事件,以营销平台梅花网广告监测下的企业电视事件广告为研究对象,系统的分析借鉴了市场营销学、广告学等相关理论研究,将收集到的样本按事件性质归为两类：可预见性事件广告和突发性事件广告。考虑到不同类型的事件其广告表现的差异性,又进一步将样本细分为体育赛事类事件广告、大型展览庆典类事件广告、自然灾害类事件广告和企业产品危机类事件广告四种类型。通过对电视广告的普遍考察指标及事件广告自身的特点进行详细编码,本文对企业电视事件广告的广告表现、诉求特点等方面进行了微观量化研究,客观地分析了企业电视事件广告作品在广告表现、诉求特点及广告文案等方面呈现的规律,并发现企业在不同性质的重大事件下,其事件广告在表现、诉求方面存在的差异性。通过研究发现,可预见性事件广告的画面表现形式较为多样,主要有“情景式”、“名人推荐式”、“动画与特殊效果式”、“广告歌曲式”等类型；在广告诉求方面以情感化诉求为主导,主要诉求点为“企业产品／品牌形象”、“产品功效利益”、“优惠促销活动”和“高品质服务”等；而在突发性事件广告中,广告画面表现形式较为单一,主要以“文字／图片表现式”、“情景式”、“展示式”为主；在广告诉求方面,自然灾害类事件广告以感性诉求为主,企业产品危机类事件广告以理性诉求为主,广告诉求点均为树立企业产品或品牌形象。此外本文还依据具体的企业电视事件广告案例详细阐述了广告诉求重点与事件的切入点。通过研究发现,不同性质的事件下其广告切入点各有侧重,“情感结合关系”是企业电视事件广告普遍运用的切入点。
[Abstract]:As an effective means of advertising communication, event advertising has gradually been favored by domestic and foreign enterprises in recent years. Research on event advertising can enrich the theory of event advertising and improve the innovation of advertising strategy. This paper focuses on the seven major events of the snowstorm disaster of 512 Wenchuan earthquake, melamine incident, Beijing Olympic Games, the 16th Asian Games, the 60th Anniversary of the founding of New China and the 2010 Shanghai World Expo, which occurred in China during the past three years from 2008 to 2010. Taking the advertising of enterprise TV events monitored by the marketing platform Meihua net as the research object, the systematic analysis draws lessons from the relevant theories of marketing, advertising and so on. The collected samples are classified into two categories according to the nature of the event: the predictable event advertisement and the unexpected event advertisement. Considering the differences in the advertising performance of different types of events, the samples are further subdivided into sports event advertisements. There are four types of advertising for large-scale exhibition celebration events, natural disasters and corporate product crises. Through the detailed coding of the general inspection index of TV advertisement and the characteristics of event advertisement itself, this paper makes a micro quantitative study on the advertising performance and appeal characteristics of enterprise TV event advertisement. This paper objectively analyzes the rules of advertising performance, appeal characteristics and advertising copy of enterprise television event advertising works, and finds out that under different important events of different nature, the enterprise event advertising is manifested. Through the research, it is found that there are various forms of picture expression of predictable event advertising, including "scene", "celebrity recommendation", "animation and special effects", "advertising song" and so on. In advertising appeal, emotional appeal is the main demand. The main demands are "enterprise product / brand image", "product efficacy benefit", "preferential promotion" and "high quality service", and so on, while in the ad for unexpected events, the main demands are "enterprise product / brand image", "product efficacy benefit", "preferential promotion activity" and "high quality service" etc. The form of advertising picture is relatively single, mainly "text / picture representation", "scene", "display"; in advertising appeal, natural disaster events are mainly emotional appeal, the main form of advertising is "text / picture representation", "scene" and "display". The advertising of enterprise product crisis type event is mainly rational appeal, the point of advertising appeal is to set up enterprise product or brand image. In addition, according to the specific enterprise television event advertising case, this paper elaborates the focus of advertising appeal and the entry point of the event in detail. Under the different nature of events, its advertising breakthrough point has its own emphasis. "emotion combination relationship" is the entry point that the enterprise TV event advertisement is widely used.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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