阳狮公益类互动广告研究

发布时间：2018-06-12 03:00

本文选题：阳狮 + 法国广告　；参考：《湘潭大学》2017年硕士论文

【摘要】：在对法国阳狮广告公司的72件公益类互动广告作品进行整理分析后发现,强互动性是阳狮公益类互动广告最大的特点。在阳狮公益类互动广告中,大部分的互动环节都可以通过网络或手机不限地点地参与,广告的传播方式也以点对点为主。阳狮公益类互动广告在不同阶段都有为受众提供的互动环节,但受众参与最多的仍是在反馈阶段。另外,受众参与互动的渠道很多,覆盖线上线下,但以线上为主。访问网站、社交媒体分享、扫描二维码、下载手机APP都是受众经常使用的互动方式。强实效性是阳狮公益类互动广告的第二个特点。阳狮公益类互动广告最常使用第三人称视角叙事,给受众以客观真实的印象。另外,除去感性、理性及情理结合三种基本诉求方式外,体验也是阳狮公益互动广告中的重要诉求手段。一般来说,受众都是以旁观者的身份主动接近公益广告的互动环节并积极参与。阳狮公益类互动广告不仅可以影响社会组织和个人的态度及行为,甚至还能改变政府计划、促成法律的修改。阳狮公益类互动广告创新了公益广告的传播技巧,让受众能够随时随地地接触公益信息,并运用理性客观的内容表现手法提高了公益内容的可信性,为受众参与公益活动提供了便利途径。同时它还展现了公益广告的多种互动视角,合理地组合线上线下的互动层级,满足了不同受众的使用需求,并反映了公益广告的三个发展趋势:从选择受众到受众选择,从单向宣传到双向互动,从多媒体组合到跨媒体传播。另外,根据我国公益广告的发展现状及受众印象的调查结果得出,当前我国公益广告在形式与实效上稍显不足,而阳狮公益类互动广告所使用的多种互动方式为我国公益广告的形式创新提供了借鉴对象。
[Abstract]:Through the analysis of 72 public welfare interactive advertising works of French Yangshi Advertising Company, it is found that strong interaction is the most important feature of public welfare interactive advertising. In the public welfare interaction advertisement, most of the interactive links can be participated through the network or mobile phone, and the communication mode of the advertisement is also point-to-point. There are interactive links for the audience in different stages, but the most involved is in the feedback stage. In addition, there are many channels for the audience to participate in the interaction, covering the line up and down, but mainly online. Visiting websites, social media sharing, scanning QR codes, and downloading mobile apps are often used by audiences. Strong effectiveness is the second characteristic of public welfare advertising. The third person perspective is most often used in public welfare advertisements to give the audience an objective and true impression. In addition, in addition to the emotional, rational and rational combination of three basic appeal, experience is also an important means of appeal in the public service interactive advertising. Generally speaking, the audience is as an active bystander close to the interactive link of public service advertising and actively participate. The public welfare interaction advertisement can not only influence the attitude and behavior of social organization and individual, but also change the government plan and bring about the amendment of law. The interactive advertising of the public welfare type of Yang lion innovates the communication skill of the public service advertisement, enables the audience to contact the public welfare information anytime and anywhere, and improves the credibility of the public welfare content by using the rational and objective content expression technique. It provides a convenient way for the audience to participate in public welfare activities. At the same time, it also shows a variety of interactive perspectives of public service advertising, reasonably combines online and offline interaction levels, meets the needs of different audiences, and reflects the three development trends of public service advertising: from the choice of audience to the choice of audience. From one-way propaganda to two-way interaction, from multi-media combination to cross-media communication. In addition, according to the current situation of the development of public service advertisement in China and the result of the investigation on the impression of the audience, it is concluded that the form and actual effect of the public service advertisement in our country are a little insufficient at present. And many kinds of interactive ways used in the public welfare advertisement of Yang lion provide the reference object for the form innovation of the public service advertisement in our country.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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