基于手机媒体的视频广告设计优化研究

发布时间：2018-05-11 21:03

本文选题：手机媒体 + 视频广告　；参考：《江南大学》2017年硕士论文

【摘要】：媒介大师麦克卢汉在他的媒介理论中表示,当一种新媒介出现时,人类为了从事与之相适应的社会传播活动,就会改变以往的思考和行事方式,让信息传播变得合理有效。随着通讯技术和科技制造业的不断发展,如今手机已成为新时代的主要传播工具之一,其具备了便携性、交互性、传播高效性等特点。正如麦克卢汉的媒介理论所言,人们为了适应手机的传播方式,开始深层次认识手机媒体以及其受众的特性,对视频广告做出相应的适应性调整,以顺应手机媒体与受众的特征,从而获得更加良好的观看体验,并减轻受众对广告的排斥心理,从一定程度上增加广告的接受率。智能手机拥有庞大的用户群体、可以明确的受众群、传播效果可评估等优点,让越来越多的人开始关注智能手机巨大的传播潜力。在数字媒体时代背景下,影视广告也从电视、电脑屏幕逐步向手机媒体扩张,手机上的视频广告也逐日变多,但质量却良莠不齐。其中有些树立了良好的品牌形象,从而促进了产品的销售业绩,提升了用户口碑;有些却差强人意,甚至被人们厌恶。在手机媒体特定的传播语境中传播视频广告,要求创作人员立足手机本身的媒介特征,对视频广告的形式、内容、传播策划等方面作出适应性调整,使视频广告顺应手机媒介的传播方式,让作品更加符合手机受众的口味,营销才能更加有效。本文以手机媒介为研究对象,分析了媒介和受众特点。通过分析成功的视频广告的案例特征,与当下受众对视频广告的观看体验,探讨手机上视频广告在观看体验上的不足。进而从形式呈现、内容组织、传播策划和创作语境四个维度,梳理归纳出针对手机视频广告的创作优化方法,以降低手机视频广告的干扰性,让其观看体验更加愉悦,更适合在手机媒体上播放,并给予相关设计人员提供较为合理的创作建议。
[Abstract]:In his media theory, the media master McLuhan said that when a new medium appears, human beings will change the way they thought and act in order to engage in the corresponding social communication activities, and make the dissemination of information reasonable and effective. With the continuous development of communication technology and science and technology manufacturing industry, mobile phone has become one of the main communication tools in the new era, which has the characteristics of portability, interactivity, communication efficiency and so on. As McLuhan's media theory says, in order to adapt to the way mobile phones spread, people begin to deeply understand the characteristics of mobile media and their audiences, and make corresponding adaptive adjustments to video advertising. In order to adapt to the characteristics of mobile media and audience, so as to obtain a better viewing experience, and reduce the audience's rejection of advertising, to a certain extent, increase the acceptance rate of advertising. Smart phone has many advantages, such as large user group, clear audience and evaluable communication effect, which makes more and more people begin to pay attention to the huge communication potential of smart phone. In the background of the digital media era, video advertising is gradually expanding from television and computer screens to mobile media, and the video advertising on mobile phones is becoming more and more, but the quality is mixed. Some of them have established a good brand image, thus promoting the sales performance of products and improving the reputation of users; others are unsatisfactory, even hated by people. To spread video advertisements in the specific communication context of mobile media, the creators are required to base themselves on the media characteristics of the mobile phones and to make adaptive adjustments to the form, content and communication planning of the video advertisements. Make the video advertisement conform to the communication mode of the mobile media, make the work more in line with the taste of the mobile phone audience, the marketing ability is more effective. This article regards mobile phone media as the research object, analyzed the media and the audience characteristic. By analyzing the case characteristics of the successful video advertisement and the viewing experience of the current audience, this paper discusses the deficiency of the video advertisement on the mobile phone. Then from the formal presentation, content organization, communication planning and creation context four dimensions, combing out the mobile phone video advertising for the creation of optimization methods, in order to reduce the interference of mobile phone video advertising, so that its viewing experience more pleasant, More suitable for mobile media broadcast, and to the relevant designers to provide more reasonable creative advice.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;F713.8

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