央视旅游宣传片传播模式及问题研究

发布时间：2018-02-25 09:50

本文关键词： 央视旅游宣传片传播模式问题投放策略　出处：《河南大学》2016年硕士论文　论文类型：学位论文

【摘要】：央视旅游宣传片是我国城市宣传文化资源和形象塑造的载体,也是视听语言最直接的表现形式,更是旅游目的地营销宣传的名片。本文运用传播学理论进行相关分析,把旅游宣传片的传播过程看成是信息的传播过程。从信源,信息,传播渠道和受众几个方面展开分析,找出传播存在的问题,并结合新媒体环境下广告的发展,提出央视旅游宣传片的新的投放策略。本文在研究的过程中,对央视一套2015年12月和2016年1月的《朝闻天下》、《新闻30分》、《新闻联播》三档黄金时间段新闻节目中间插播的旅游宣传片进行了收集和整理,从内容上对宣传片分类,分别是景点宣传片、城市宣传片、省级宣传片、招商宣传片、节日庆会宣传片、特色产品宣传片六个类型。重点把2016年1月的宣传片作为信息样本,并对其进行了编码,实质上就是对旅游宣传片进行视觉符号的编码,包括视频的时长、地域的分布、字体颜色的运用、人物的选择、镜头的运用、广告语的特点、宣传片属性等多方面。文章总共分五部分。第一部分主要简述来电视旅游广告的概况,了解旅游宣传片的发展历程。第二部分主要描述电视旅游宣传片面临的新环境,包括影视剧、综艺节目、热点事件对旅游的影响,还有新媒体等在线网络的旅游搜索信息,进而论述青年群体在旅游消费市场的潜力。第三部分结合收集的样本分析旅游宣传片的传播模式,包括传播学理论基础和研究方法,旅游宣传片的信源特点、信息特点、媒介特点。第四部分论述了央视旅游宣传片存在的问题,包括信源单一,播放集中,视听效果难以预测,受新媒体冲击等等。第五部分主要结合前几部分的研究提出媒体的投放策略,其中包括整合营销策略,打造区域旅游品牌,如针对同质化的现象可以展示同类旅游目的地等;宣传片的拍摄制作环节也很重要,重视前期的策划元素的选择,有助于表现诉求点;在投放渠道上,可利用受欢迎的社交媒体,在线网络挂广告的互动和影视植入联动;持续品牌建设,包括原有品牌的维护和多元产品的补充,广告诉求要与受众的审美结合,包括作为信源的宣传片的审美价值引导的“锚定”,也要适时了解受众的需求。
[Abstract]:CCTV tourism propaganda film is the carrier of cultural resources and image shaping of city propaganda in China, and also the most direct expression form of audiovisual language, and it is also the business card of marketing promotion of tourist destination. The communication process of tourism propaganda film is regarded as the process of information dissemination. This paper analyzes the information source, information, communication channel and audience, finds out the problems existing in communication, and combines the development of advertising under the new media environment. This paper puts forward a new strategy of CCTV tourism propaganda film. This paper collects and arranges a set of tourism propaganda films from December 2015 to January 2016, "Morning News", "News 30%" and "News Associated broadcast", which are inserted in the middle of three prime time news programs on CCTV, and classifies the propaganda films from the content. They are six types of tourist spots propaganda, city propaganda, provincial propaganda, investment promotion, festival celebration propaganda, and characteristic product propaganda. The emphasis is on the January 2016 propaganda film as a sample of information and the coding of it. In essence, it is to encode the visual symbols of the tourist propaganda film, including the length of the video, the distribution of the region, the use of the font color, the choice of the characters, the use of the lens, and the characteristics of the advertising language. The article is divided into five parts. The first part mainly describes the general situation of TV tourism advertising and the development course of tourism propaganda film. The second part mainly describes the new environment that television tourism propaganda film faces. Including movies and TV shows, variety shows, the impact of hot events on tourism, and travel search information on online networks such as new media, The third part analyzes the communication mode of tourism propaganda film, including the theoretical basis and research methods of communication, the characteristics of information source and information characteristics of tourism propaganda film. Part 4th discusses the problems existing in CCTV's tourism propaganda film, including the single source of information, the concentration of broadcasting, and the difficulty in predicting the audio-visual effect. By the new media impact and so on. Part 5th mainly combined with the previous several parts of the research put forward the media strategy, including integrated marketing strategies, create regional tourism brands, such as homogenization phenomenon can display similar tourism destinations and so on; The production link of the propaganda film is also very important, pay attention to the choice of the planning element in the early stage, help to express the appeal point; in the channel, can use the popular social media, the interaction of the online network hanging advertisement and the film and television implantation linkage; The sustained brand construction includes the maintenance of the original brand and the supplement of multiple products. The advertising appeal should be combined with the aesthetic appreciation of the audience, including the "anchoring" of the aesthetic value guided by the propaganda film as a source of information, as well as the timely understanding of the needs of the audience.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J959

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