从传播学“5W”模式探究微电影广告及其发展策略

发布时间：2018-05-04 17:18

本文选题：微电影广 + 告传播要素　；参考：《郑州大学》2013年硕士论文

【摘要】：微博的迅速走红并表现出其日益强大的影响力引领着微时代的到来,微事物却凝结出越来越大的力量,微电影广告就是在微时代下电影与广告完美结合的产物,它的出现丰富了广告的内容与形式,为广告业的发展注入了一丝活力。本文以传播学为主要学科背景,综合营销学、社会学、广告学等学科理论,采用定量和定性相结合的研究方法,通过文献研究、个案分析、比较分析的方法对微电影广告进行探究。本文重点在于从拉斯韦尔的“5W”模式着手对微电影广告进行分析,“5W”即是传播过程中的五要素,分别是传播者、受传者、媒介、讯息、反馈,最终为探讨微电影广告的发展提出若干发展策略。本文分为四个部分。第一章为绪论,介绍了此篇论文的研究背景和意义、文献综述以及研究方法。第二章微电影广告的概述,首先对微电影、微电影广告进行了概念上的界定,在此基础上,对微电影广告和微电影以及电影植入式广告进行了比较分析,找出其差异,得出微电影广告异于这两者的特征；由于微电影广告是一种新兴的广告形式,业界对其研究甚少,在第二章中还对微电影广告产生的原因和发展的历史进行了概述。第三章微电影广告的“5W”模式分析是此篇论文的重点,异于传统的从营销角度分析,本文从传播学的角度出发,对微电影广告进行传播过程中的五个要素进行了详细的探讨。从微电影广告的传者、渠道、内容、受众和效果五个要素进行分析,最后为了使得理论研究深入浅出,笔者选用了具有代表性的微电影广告——益达《酸甜苦辣》进行了详细的概述与分析。第四章微电影广告的应用策略是笔者基于第三章的分析得到的启发,从内容、渠道、受众三方面为微电影广告提出发展策略。
[Abstract]:Weibo's rapid rise in popularity and its increasingly powerful influence led to the arrival of the micro-era, but micro-things condensed more and more power, micro-film advertising is the product of the perfect combination of film and advertising in the micro-era. Its appearance enriched the content and form of advertising and injected a trace of vitality into the development of advertising industry. This article takes the communication science as the main discipline background, synthesizes the marketing, the sociology, the advertisement science and so on discipline theory, uses the quantitative and the qualitative union research method, through the literature research, the case analysis, Comparative analysis of the methods of micro-film advertising to explore. This paper focuses on the analysis of micro-film advertising from the "5W" model of Raswell. "5W" is the five elements in the process of communication, which are the communicators, the receivers, the media, the messages, the feedback, respectively. Finally, some development strategies are put forward to discuss the development of micro-film advertising. This paper is divided into four parts. The first chapter is the introduction, which introduces the research background and significance, literature review and research methods. The second chapter is the overview of micro-film advertising. Firstly, the concept of micro-film and micro-film advertising is defined. On the basis of this, the author makes a comparative analysis of micro-film advertising, micro-film advertising and film placement advertising, and finds out the differences between them. It is concluded that micro-film advertising is different from these two characteristics. Because micro-film advertising is a new form of advertising, the industry has little research on it. In the second chapter, the causes and history of micro-film advertising are also summarized. The third chapter "5W" mode analysis of micro-film advertisement is the focus of this paper. Different from the traditional analysis from the perspective of marketing, this paper discusses the five elements in the process of communication of micro-film advertisement from the angle of communication. This paper analyzes the five elements of microfilm advertising, such as propagandists, channels, content, audience and effects, and finally, in order to make the theoretical research deeper and simpler, The author has selected the representative micro-film advertisement-Yida "sweet and sour" to carry on the detailed summary and the analysis. The fourth chapter is the application strategy of micro-film advertising, which is inspired by the author based on the analysis of the third chapter, from the content, channels, audience for the development of micro-film advertising strategies.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;G206;J905

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