微电影广告情感叙事策略研究

发布时间：2018-01-05 01:22

本文关键词：微电影广告情感叙事策略研究　出处：《内蒙古大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着新媒体技术的日新月异,传统媒体影响力日渐式微,加之国家新闻出版广电总局"限广令"的颁布,使得广告业创新的脚步日益加快。微电影广告就是在这样的背景下产生、发展的新型广告模式。微电影广告与传统广告显著的区别就是将情感叙事作为基本的手法,将情感蕴含在广告中来树立企业形象,传递品牌价值。本文从微电影广告概念和特点出发,分析其发展现状及趋势;介绍了情感叙事策略在微电影广告中的作用;从优酷、爱奇艺、腾讯三家视频网站中选取点击量排名前50名(共150个样本)的微电影广告视频进行文本、统计分析,对《猴王世家》及《献给最美的笑容》两部微电影广告片进行个案分析,研究情感叙事策略在微电影广告中的运用。微电影广告进行情感叙事的策略主要有:故事化情感叙事(故事主题蕴含情感、故事情节深化情感、故事内容凸显情感张力),视听语言策略(色彩奠定情感基调、镜头语言刻画情感、背景音乐烘托情感气氛);情感交流与对话(话题传播、共鸣转发)等。但是它在发展过程中也暴露了不少问题。例如情感主题选择同质严重、背离品牌内涵、缺乏长效机制等。针对此类问题,笔者提出三点建议:拓展情感领域,寻找独特视角;挖掘品牌内涵,找准切入点;构建情感常态,进入整合营销。微电影广告作为广告大家族中的一员,是传递企业文化内涵、与消费者进行对话的良好途径。相信在不断探索与发展中,微电影广告很可能成为企业宣传的一种趋势,在日后的广告行业中占有一席之地。
[Abstract]:With the new media technology change rapidly, the traditional media influence is declining, and the State Administration of press and publication of the "TV commercials ban" the promulgation of the advertisement, accelerating the pace of innovation. The micro film advertising is produced under such a background, the development of new advertising models. The difference of micro film advertising and traditional advertising is a distinct emotional narrative as the basic skill, emotion contained in advertisements to establish a corporate image, brand value transfer. This article discusses the concept and characteristics of micro film advertising, analyzes the status quo and development trend; introduces the role of emotional narrative strategy in micro movie advertisement; from Youku, Iqiyi, Tencent three video website selected hits the top 50 (150 samples) of the micro film advertising video text, statistics, the king family < > and < > two for the most beautiful smile micro movie advertisement In case analysis, using the research of emotional narrative strategy in micro film advertising. Micro film advertising emotional narrative strategies are mainly: the story of emotional narrative (the theme of the story contains emotional story, deepen the feelings and the content of the story highlights the emotional tension), audio-visual language strategy (color laid the emotional tone, lens language description emotion. The background music express emotion atmosphere); emotional communication and dialogue (topic propagation, such as resonance forwarding) in the process of development. But it also exposed many problems. For example the emotional theme selection homogeneity serious, back from the connotation of the brand, the lack of long-term mechanism. Aiming at these problems, the author puts forward three suggestions: expand the emotional field, looking for unique perspective; mining brand connotation, identify the entry point; construction of emotional norm, integrated into the micro film advertising marketing. As a member of the big family of advertising, is to transfer the connotation of enterprise culture, and A good way to consumers for dialogue. Believe in the continuous exploration and development, micro film advertising is likely to become a trend of corporate propaganda, occupy a space for one person in the days after the advertising industry.

【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J959;F713.8

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