微电影广告的传播方式与价值分析
发布时间：2018-11-03 14:50
【摘要】：在新媒体以及社会化媒体背景下,微小说、微博、微电影、微信等新事物迅速发展,尤其是从2010年至今,微电影广告从出现到迅猛发展。不仅吸引了大量专业人士以及草根网民的关注和拍摄制作,同时也获得了企业品牌对微电影广告市场的青睐,越来越多的企业纷纷开展自己品牌产品的微电影广告事业。 随着社会市场经济的快速发展,企业间的竞争开始倾向于品牌意义上的竞争,由最初的商品竞争、产品质量竞争到服务竞争、产品口碑竞争,到现在最受消费者关注的品牌竞争,品牌竞争的核心是对品牌价值的优势分析。在广告力时代,广告是企业传播品牌最重要也是最有效的传播手段。企业利用广告将自己的品牌产品进行推广,从而获得品牌形象的塑造和品牌价值的传播。在与广告的结合中,微电影广告的优势逐渐显现。 微电影广告从出现到迅速发展给广告企业带来新的发展模式,也给受众带来全新的广告体验。虽然常见的传统广告以及网络广告中不乏有品牌形象塑造的成功案例,也对企业的品牌传播有强化作用。但笔者认为,微电影广告的特性更能激发出广告价值,有利于广告信息的有效传达,能扩大产品以及品牌传播的影响力,使得企业品牌形象深入受众内心,以达到消费者对于品牌的心理满意以及情感认同。 本文将文章分为五个部分,详细阐述微电影广告的传播方式,以及对品牌的传播价值,并对微电影广告传播品牌存在的问题以及应对策略做了详细分析。 文章第一章是绪论部分,主要介绍论题的研究背景、研究现状以及研究意义、研究方法。 第二章介绍什么是微电影广告,分析微电影广告从无到有以致迅速发展的历程,阐述微电影广告的概念以及特征。 第三章是微电影广告的传播方式,从特征角度入手展现微电影广告的传播方式,说明微电影广告对品牌传播具有影响力,微电影广告就是为品牌传播服务的。 第四章阐述微电影广告的传播价值,从微电影广告的传播以提升品牌价值为旨归,微电影广告提升品牌价值的四个维度两个方面展开论证。 第五章是对微电影广告传播时出现的问题进行分析,并提出了相应的解决方法。
[Abstract]:In the context of new media and social media, micro-fiction, Weibo, micro-film, WeChat and other new things have developed rapidly, especially from 2010 to now, micro-film advertising from the emergence to the rapid development. Not only attracted the attention of a large number of professionals and grassroots Internet users, but also won the attention of corporate brands to the micro-film advertising market, more and more enterprises have launched their own micro-film advertising brand products. With the rapid development of the social market economy, the competition among enterprises is inclined to the competition in the brand sense, from the initial commodity competition, the product quality competition to the service competition, the product word-of-mouth competition. The core of brand competition is the advantage analysis of brand value. In the advertising age, advertising is the most important and effective means of communication. Enterprises use advertising to promote their own brand products, so as to achieve brand image shaping and brand value dissemination. In the combination with advertising, the advantages of micro-film advertising gradually appear. From the appearance to the rapid development of micro-film advertising, it brings a new development model to advertising enterprises and a new advertising experience to the audience. Although there are many successful cases of brand image shaping in the common traditional advertising and online advertising, it also strengthens the brand communication of enterprises. However, the author believes that the characteristics of micro-film advertising can stimulate the advertising value, be conducive to the effective communication of advertising information, expand the influence of product and brand communication, and make the corporate brand image penetrate into the heart of the audience. In order to achieve consumer brand satisfaction and emotional identity. This paper divides the article into five parts, elaborates the communication mode of micro-film advertisement, and the communication value to the brand, and makes a detailed analysis on the problems and countermeasures of the micro-film advertisement communication brand. The first chapter is the introduction, which mainly introduces the research background, research status, research significance and research methods. The second chapter introduces what is micro-film advertising, analyzes the process of micro-film advertising from scratch to rapid development, and expounds the concept and characteristics of micro-film advertising. The third chapter is the dissemination of micro-film advertising, from the point of view of characteristics to show the transmission of micro-film advertising, show that micro-film advertising has an impact on brand communication, micro-film advertising is for brand communication services. The fourth chapter expounds the communication value of micro-film advertising, from the micro-film advertising to promote the brand value as the purpose, micro-film advertising to promote the brand value of the four dimensions of two aspects of the argument. The fifth chapter analyzes the problems in the spread of micro-film advertisement, and puts forward the corresponding solutions.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;J905;F713.8
[Abstract]:In the context of new media and social media, micro-fiction, Weibo, micro-film, WeChat and other new things have developed rapidly, especially from 2010 to now, micro-film advertising from the emergence to the rapid development. Not only attracted the attention of a large number of professionals and grassroots Internet users, but also won the attention of corporate brands to the micro-film advertising market, more and more enterprises have launched their own micro-film advertising brand products. With the rapid development of the social market economy, the competition among enterprises is inclined to the competition in the brand sense, from the initial commodity competition, the product quality competition to the service competition, the product word-of-mouth competition. The core of brand competition is the advantage analysis of brand value. In the advertising age, advertising is the most important and effective means of communication. Enterprises use advertising to promote their own brand products, so as to achieve brand image shaping and brand value dissemination. In the combination with advertising, the advantages of micro-film advertising gradually appear. From the appearance to the rapid development of micro-film advertising, it brings a new development model to advertising enterprises and a new advertising experience to the audience. Although there are many successful cases of brand image shaping in the common traditional advertising and online advertising, it also strengthens the brand communication of enterprises. However, the author believes that the characteristics of micro-film advertising can stimulate the advertising value, be conducive to the effective communication of advertising information, expand the influence of product and brand communication, and make the corporate brand image penetrate into the heart of the audience. In order to achieve consumer brand satisfaction and emotional identity. This paper divides the article into five parts, elaborates the communication mode of micro-film advertisement, and the communication value to the brand, and makes a detailed analysis on the problems and countermeasures of the micro-film advertisement communication brand. The first chapter is the introduction, which mainly introduces the research background, research status, research significance and research methods. The second chapter introduces what is micro-film advertising, analyzes the process of micro-film advertising from scratch to rapid development, and expounds the concept and characteristics of micro-film advertising. The third chapter is the dissemination of micro-film advertising, from the point of view of characteristics to show the transmission of micro-film advertising, show that micro-film advertising has an impact on brand communication, micro-film advertising is for brand communication services. The fourth chapter expounds the communication value of micro-film advertising, from the micro-film advertising to promote the brand value as the purpose, micro-film advertising to promote the brand value of the four dimensions of two aspects of the argument. The fifth chapter analyzes the problems in the spread of micro-film advertisement, and puts forward the corresponding solutions.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;J905;F713.8
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6 潘sブ，
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