我国网络广告定制剧研究
发布时间：2018-08-12 12:24
【摘要】：近年来媒介环境越发变得多元化,新媒体使得受众在媒介使用习惯和心理上发生了巨大变化,受众角色随之发生变化,传统广告的传播方式已经不能满足广告界的传播需求。随着网络视频的兴起,网络视频广告的出现使得广告的传播方式有了新的突破,网络广告定制剧也应运而生,出现了大量制作精良、深受广大受众欢迎的又获得了良好经济效益的优秀作品。优秀的网络广告定制剧往往制作精良、观赏性强,强调影视作品本身的艺术性,能够被受众主动接受和二次传播,产生出“病毒式”传播效果,能深层次的表达出品牌内涵和企业文化。网络广告定制剧自身其实是传统媒体和新兴媒体有机结合,具有能很好的开展与受众的互动、契合碎片化娱乐时间、播放选择更为灵活等特点,更适应未来媒介融合的多屏一体化发展模式。同时随着网络技术的不断成熟,网络硬件条件水平的不断提高,用户群体数量的不断攀升,使得网络广告定制剧有了广阔的发展前景。网络广告定制剧作为网络视频广告的主要形式之一,目前尚处于发展的初级阶段,但近年的迅猛发展已展现出成为广告界主流模式的趋势,逐步实现了融媒跨界整合营销,受到广告主的亲睐的同时也广受受众好评。网络广告定制剧的发展是新媒介环境下广告行业发展的大势所趋,相信在各方的努力之下能够形成良性、有序的产业链,在多屏文化娱乐的环境下靠内容取胜,获得业界和受众群体的认同,并取得良好的经济效益和社会影响力。本文深入对以影视剧形式进行传播的网络广告定制剧进行研究,梳理其发展历程,总结出其特点和传播优势,同时结合传播学、广告学、心理学、市场营销等相关理论对优秀案例展开论述,以期在过去已取得的成绩中洞察中国网络广告定制剧的未来,分析出如何使其获得更好的传播效果。并在其发展历程和现状的研究中发现现存的不足之处,并提出相应的对应策略,探讨出网络广告定制剧如何能在激烈的竞争中得到长足的发展,实现经济效益和社会效益的平衡。
[Abstract]:In recent years, the media environment has become more and more diversified, the new media makes the audience in the media use habits and psychological changes, the role of the audience has changed, the traditional way of advertising has been unable to meet the communication needs of the advertising community. With the rise of network video, the emergence of network video advertising has made a new breakthrough in the dissemination of advertising, network advertising custom drama has emerged, a large number of well-produced, Popular by the broad audience and obtained good economic benefits of excellent works. Excellent network advertisement custom dramas are often well produced and highly appreciative. They emphasize the artistry of the film and television works themselves and can be actively accepted and secondary transmitted by the audience, thus producing a "viral" communication effect. Can express the brand connotation and corporate culture at a deep level. The network advertisement custom drama itself is actually the traditional media and the emerging media organically unifies, has the very good development with the audience's interaction, suits the fragmentation entertainment time, plays the choice to be more flexible and so on characteristic. More suitable for the future media integration of multi-screen integration development model. At the same time, with the continuous maturity of network technology, the continuous improvement of network hardware conditions, the increasing number of user groups, the network advertising custom drama has a broad development prospects. As one of the main forms of online video advertising, online ad customization plays are still in the primary stage of development, but the rapid development in recent years has shown the trend of becoming the mainstream mode of advertising, and gradually realized the cross-border integrated marketing of the media. By advertisers pro-gaze, but also by the audience. The development of the network advertisement custom drama is the general trend of the advertising industry development under the new media environment. I believe that with the efforts of all parties, we can form a benign and orderly industrial chain and win by the content under the environment of multi-screen cultural entertainment. Get the recognition of the industry and audience groups, and obtain good economic benefits and social influence. In this paper, the author makes a deep research on the network advertisement custom drama spread in the form of film and television drama, combs its development course, summarizes its characteristic and the dissemination superiority, at the same time unifies the communication science, the advertisement science, the psychology, The theories of marketing and other related theories discuss the outstanding cases in order to gain insight into the future of China's online advertising custom drama in the past and analyze how to make it get better communication effect. And in the course of its development and the current situation of the study found the existing deficiencies, and put forward the corresponding strategies to explore how the network advertising custom drama can get considerable development in the fierce competition. The balance between economic and social benefits is achieved.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
本文编号：2179046
[Abstract]:In recent years, the media environment has become more and more diversified, the new media makes the audience in the media use habits and psychological changes, the role of the audience has changed, the traditional way of advertising has been unable to meet the communication needs of the advertising community. With the rise of network video, the emergence of network video advertising has made a new breakthrough in the dissemination of advertising, network advertising custom drama has emerged, a large number of well-produced, Popular by the broad audience and obtained good economic benefits of excellent works. Excellent network advertisement custom dramas are often well produced and highly appreciative. They emphasize the artistry of the film and television works themselves and can be actively accepted and secondary transmitted by the audience, thus producing a "viral" communication effect. Can express the brand connotation and corporate culture at a deep level. The network advertisement custom drama itself is actually the traditional media and the emerging media organically unifies, has the very good development with the audience's interaction, suits the fragmentation entertainment time, plays the choice to be more flexible and so on characteristic. More suitable for the future media integration of multi-screen integration development model. At the same time, with the continuous maturity of network technology, the continuous improvement of network hardware conditions, the increasing number of user groups, the network advertising custom drama has a broad development prospects. As one of the main forms of online video advertising, online ad customization plays are still in the primary stage of development, but the rapid development in recent years has shown the trend of becoming the mainstream mode of advertising, and gradually realized the cross-border integrated marketing of the media. By advertisers pro-gaze, but also by the audience. The development of the network advertisement custom drama is the general trend of the advertising industry development under the new media environment. I believe that with the efforts of all parties, we can form a benign and orderly industrial chain and win by the content under the environment of multi-screen cultural entertainment. Get the recognition of the industry and audience groups, and obtain good economic benefits and social influence. In this paper, the author makes a deep research on the network advertisement custom drama spread in the form of film and television drama, combs its development course, summarizes its characteristic and the dissemination superiority, at the same time unifies the communication science, the advertisement science, the psychology, The theories of marketing and other related theories discuss the outstanding cases in order to gain insight into the future of China's online advertising custom drama in the past and analyze how to make it get better communication effect. And in the course of its development and the current situation of the study found the existing deficiencies, and put forward the corresponding strategies to explore how the network advertising custom drama can get considerable development in the fierce competition. The balance between economic and social benefits is achieved.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
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，本文编号：2179046
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