Cinemagraph微动广告在动态视觉消费社会中的应用研究

发布时间：2018-05-26 11:33

本文选题：Cinemagraph + 微动广告　；参考：《广西大学》2017年硕士论文

【摘要】：在这个读图时代和数字媒体时代,受众面对的广告信息越来越冗杂、其主动性也越来越高,而广告的视觉性和动态性也越来越突出;正如我们看到图片和视频广告更能引起注意并且更受欢迎一样,兼具动态性、视觉优势和文化内涵的广告形式才是数字媒体时代视觉符号消费的主流。根据eMarketer数据显示,2017年全球社交网络上的广告收入将达到360亿美元,占整个数字广告份额的16%,侧重于精准营销和效果量化的社交广告正在成为网络广告市场不断增长的动力。在众多社交广告类型当中,由纽约艺术家夫妇 Jamie Beck 和 Kevin Burg 于 2011 年创造的“Cinemagraph”以及诞生于2012年的Cinemagraph微动广告正逐渐凸显出它的独特优势和爆发力,并在国外已经取得了较为可观的收益。本文以“Cinemagraph微动广告”为研究对象,以动态视觉消费社会为理论背景,通过文献研究、对比分析和问卷调查三种研究方法,来对Cinemagraph微动广告的定义、特点、表现形式、兴起背景和原因、发展现状、应用平台及受众态度等内容进行系统的分析,并通过引用国内外成功的品牌运营案例和与相关新生移动社交广告的对比分析,以及对广告受众的态度、广告效果和意见建议进行的问卷调查,来佐证和得出这一广告类型在中国的独特发展之路,由此以小见大,来探索微动广告和社交广告的应用前景。本文从广告主分析和受众调查两个层面进行综合分析,最终从社交媒体层面和品牌建设层面给出建议和参考,希望对Cinemagraph微动广告未来在中国的发展提供一些有益的参考和建议。
[Abstract]:In this era of reading pictures and digital media, the audience is facing more and more jumbled advertising information, its initiative is more and more high, and the visual and dynamic nature of advertising is more and more prominent; Just as we can see that pictures and video advertisements attract more attention and are more popular, both dynamic, visual advantages and cultural connotations are the mainstream of visual symbol consumption in the digital media era. Advertising revenue on global social networks will reach $36 billion in 2017, according to eMarketer, accounting for 16 percent of all digital advertising. Social advertising, which focuses on precision marketing and quantification of results, is becoming a growing force in the online advertising market. Among the many types of social ads, Cinemagraph, created by New York artists Jamie Beck and Kevin Burg in 2011, and Cinemagraph fretting, which was born in 2012, are increasingly highlighting its unique strengths and explosiveness. And has made considerable gains abroad. This article takes "Cinemagraph fretting advertisement" as the research object, takes the dynamic visual consumer society as the theoretical background, through the literature research, the contrast analysis and the questionnaire survey three research methods, to the Cinemagraph fretting advertisement definition, the characteristic, the manifestation form. The background and reason of the rise, the current situation of development, the application platform and the attitude of the audience are systematically analyzed, and the comparative analysis of the successful brand operation cases at home and abroad and the related new mobile social advertising is carried out. And the attitude to the advertising audience, the advertising effect and the opinion suggestion questionnaire survey, to prove and obtain this advertisement type unique development road in China, thus through a small part to see the whole, to explore the fretting advertisement and the social advertisement application prospect. This paper makes a comprehensive analysis from the aspects of advertisers' analysis and audience survey, and finally gives some suggestions and references from the aspects of social media and brand building, hoping to provide some useful references and suggestions for the future development of Cinemagraph fretting advertising in China.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F274

【参考文献】