论电影预告片的营销传播

发布时间：2018-02-11 12:49

本文关键词： 电影预告片传播者传播渠道受众营销效果　出处：《云南大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着电影市场的繁荣和发展,预告片也越来越受到广泛的关注。尽管预告片拥有震撼的视听特效,但究其本质,它却是电影的广告,这一特性我们必须在传播营销的维度进行考察,分析它对当前受众的影响,以及它对营销效果的贡献。本文从电影预告片的营销传播过程入手,借鉴传播学的“5W”理论,以及消费者行为和广告效果相关理论,来探讨电影预告片的营销传播效果。本文共分为七个部分。引言主要梳理了国内外对广告营销传播效果的研究现状和相关成果,进而发现了本文要研究的对象——电影预告片的营销传播效果,在理论研究方面有很大的空间。第一章从预告片的理论着手,梳理了预告片的语言系统、预告片的本质、以及各种预告片的分类比较,从宏观角度对于电影预告片有了一个比较立体的认识。第二章从传播者的角度分析电影预告片,理解传播者从预告片的信息特性出发所制定的营销传播策略。第三章是对电影预告片的传播渠道所进行的研究剖析,媒介即信息即营销。第四章和第五章,是本文的重点部分,分别阐述了受众对于电影预告片的接受程度——主观接受意愿以及客观实际购买,在这两个层面来论证受众对于电影预告片是否接受以及程度如何。第五章主要是论证电影预告片的营销传播效果,通过笔者的问卷调查、个人访谈以及在豆瓣网上跟帖,以此来说明电影预告片的营销传播效果。在结论部分,笔者分析了当前的媒介环境,提出了电影预告片今后在营销传播方面所应努力的方向。通过以上的阐述和分析,本文认为电影预告片的营销效果是微弱的,这是由于受众媒介素养的提高,舆论领袖的舆论指导,以及网络环境的自由宽松等,电影预告片的这种广告说服是有限的、艰难的。作为大众娱乐生活的重要内容,电影以及它的预告片应更好地服务于受众,做到预告片与电影质量本身的一致性,通过传播渠道的拓展、整合营销传播的有效配合,完美地实现电影预告片本身被所赋予的营销传播效果。
[Abstract]:With the prosperity and development of the film market, trailers have attracted more and more attention. Although trailers have shocking audio-visual effects, they are, in essence, advertisements for films. We must investigate this characteristic in the dimension of communication marketing, analyze its influence on the current audience and its contribution to the marketing effect. This paper starts with the marketing communication process of film trailers, and draws lessons from the "5W" theory of communication. As well as consumer behavior and advertising effect theory, to explore the film trailers marketing communication effect. This article is divided into seven parts. The introduction mainly combs the domestic and foreign research status and related achievements of advertising marketing communication effect, and then finds out the target of this paper-the film trailers marketing communication effect. There is a lot of room for theoretical research. The first chapter begins with the theory of trailers, combing the language system of trailers, the essence of trailers, and the classification and comparison of trailers. From a macro point of view, there is a relatively three-dimensional understanding of the film trailer. Chapter two analyzes the film trailer from the perspective of the communicator. The third chapter is the research and analysis of the communication channels of the film trailers. The media, that is, information is marketing. 4th and 5th chapters, are the key parts of this paper. This paper expounds the audience's acceptance of the trailers-the subjective willingness to accept and the objective actual purchase. In this two levels to demonstrate whether the audience to film trailers and the degree of acceptance. 5th chapter is mainly to demonstrate the film trailers marketing communication effect, through the author's questionnaire, personal interviews and posted on the Douban Internet, In the conclusion part, the author analyzes the current media environment and puts forward the direction of the film trailers' marketing communication in the future. Through the above elaboration and analysis, this paper thinks that the marketing effect of the film trailer is weak, which is due to the improvement of the media literacy of the audience, the public opinion guidance of the public opinion leaders, and the freedom of the network environment, etc. As an important part of popular entertainment life, movies and their trailers should better serve the audience and achieve consistency between the trailers and the quality of the films themselves. Through the expansion of communication channels and the effective cooperation of marketing communication, the film trailer itself is endowed with the marketing communication effect.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J943

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