微电影广告的创意方式及传播策略研究

发布时间：2018-03-29 09:54

本文选题：微电影广告　切入点：创意方式　出处：《东北师范大学》2015年硕士论文

【摘要】：新媒体的发展与普及改变着我们的生活方式、生活习惯与社会关系。随着中国迈进数字化、网络化的新纪元,中国人民也随之进入了一个以“微博”、“微信”、“微游戏”为主要代表的“微时代”。在以“微文化”为主导的社会文化环境中,“碎片化”的信息传播语境中,微电影广告应运而生。综合了电影与广告优长的微电影广告,作为一种新兴的广告形式成为广告主们竞相追逐的对象。本文主要以“微时代”背景下的微电影广告为研究对象,从传播学的视角分析微电影广告的表现特征、内容特征及传播特征;以具体广告实例分析微电影广告的创意方式;运用调查研究法得到第一手数据,阐述分析微电影广告创意方式及策略的因素。在理性分析微电影广告现状的基础上为其指出未来发展趋势与为了向更好态势发展应做出何种改进。希望本论文能够在理论上为微电影广告的健康长足发展贡献力量。
[Abstract]:The development and popularity of new media has changed our way of life, habits and social relations. The Chinese people have also entered a "micro-era" mainly represented by "Weibo", "WeChat" and "micro-game". In the social and cultural environment dominated by "micro-culture", the "fragmentation" of information dissemination context, The micro-film advertisement arises at the historic moment. As a new advertising form, the micro-film advertisement, which combines film and advertisement, becomes the object that advertisers are chasing. This paper mainly takes the micro-film advertisement under the background of "micro-age" as the research object. From the perspective of communication, this paper analyzes the performance characteristics, content characteristics and communication characteristics of micro-film advertising; analyzes the creative ways of micro-film advertising with concrete advertising examples; obtains first-hand data by means of investigation and research. On the basis of rational analysis of the present situation of micro-film advertising, the author points out the future development trend and what kind of improvement should be made in order to develop to a better situation. Theoretically enough to contribute to the healthy and substantial development of micro-film advertising.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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