广告式微电影的叙事特点和营销策略研究

发布时间：2018-04-11 00:05

本文选题：微电影 + 广告　；参考：《华南理工大学》2014年硕士论文

【摘要】：微电影自2011年以来，经历了从萌芽到爆发的阶段，民间意义上的首部微电影《一触即发》给电影和广告都注入了一股新的活力，紧接着微电影的产量如雨后春笋搬开始吸引网络和传统媒体的眼球，不断增长的点击率和讨论量使得微电影成为当前影视行业的宠儿。微电影的传播与当前的传播环境有着密不可分的关系，碎片化的传播语境和人们的使用习惯都是其影响因素。微电影在发展的过程中，逐渐分成了几种不同的类型，笔者根据微电影内容是否涉及广告这一标准，把微电影分为广告式微电影和非广告式微电影，本文中主要对广告式微电影进行分析研究。在广告式微电影的发展过程中，在叙事特点和营销策略方面逐渐出现了一些共性的特点。笔者首先梳理了微电影的发展历程，当前国内对微电影的研究现状，并对微电影和广告式微电影的概念进行了界定，在此基础上与电影短片、DV短片、传统广告进行对比。笔者在对2011年-2013年微电影节金瞳奖的获奖影片共175部（含系列）研究分析的基础上，分析研究了其共同特点，并对广告式微电影的发展趋势做了展望。在叙事特点方面，从叙事策略和故事内容两个方面研究分析。策略集中在叙事角度、叙事结构和叙事技巧三个部分，在对电影叙事特点对比的基础上，总结出广告式微电影的自身叙事特点。内容则从叙事主题和故事与品牌的结合方式两个方面进行分析，，涉及主题和与品牌结合方式。在对叙事特点研究的基础上，分析了当前广告式微电影的营销策略，通过对不同广告式微电影营销方式共性的分析，提出营销应从内容营销和渠道营销两个方面入手的策略。最后，在前面分析研究的基础上，对广告式微电影未来的发展趋势做了自己的展望，微电影必将会在创意、制作团队和盈利方式三个方面出现新的特点。
[Abstract]:Since 2011, micro-film has experienced a period from the bud to the outbreak. The first micro-film in the folk sense, "hair-trigger", has injected a new vitality into both films and advertisements.Then the production of microfilm began to attract the attention of the network and traditional media, and the increasing click rate and the amount of discussion made microfilm become the favorite of the current film and television industry.The communication of microfilm is closely related to the current communication environment, and the fragmented communication context and people's usage habits are the influencing factors.In the process of the development of micro-film, it is gradually divided into several different types. According to the criterion of whether the content of micro-film is involved in advertising, the author divides micro-film into advertising micro-film and non-advertising micro-film.In this paper, the advertising micro-film analysis and research.In the course of the development of advertising film, some common features have appeared gradually in narrative characteristics and marketing strategies.The author first combs the development course of the micro-film, the current domestic research status of micro-film, and defines the concept of micro-film and advertising micro-film, and on this basis, compared with the film short film DV short film, traditional advertising.On the basis of the research and analysis of 175 films (including series) of Golden pupil Award in 2011-2013 micro-film festival, the author analyzes its common characteristics, and makes a prospect on the development trend of advertising micro-film.In terms of narrative characteristics, the narrative strategy and the content of the story are studied and analyzed.The strategy focuses on three parts: narrative angle, narrative structure and narrative technique. On the basis of the comparison of the narrative characteristics of the film, the author summarizes the narrative characteristics of the advertising microfilm.The content is analyzed from two aspects: the narrative theme and the combination of story and brand.On the basis of the study of narrative characteristics, this paper analyzes the marketing strategies of the current advertising microfilm. Through the analysis of the commonness of different advertising micro-film marketing methods, the author puts forward the marketing strategies from two aspects: content marketing and channel marketing.Finally, on the basis of the previous analysis and research, the author makes his own outlook on the future development trend of advertising microfilm, which is bound to show new characteristics in three aspects: creativity, production team and profit mode.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905;G206-F

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