品牌的微电影传播探析
发布时间：2018-11-06 08:20
【摘要】：Web2.0时代的广告业发展是迅速且耐人寻味的。进入21世纪以来，我国数字化进程的加快，使得互联网、IPTV等新兴媒体蓬勃发展。特别是近年来智能手机的进化，使得人们接受网络信息更加便利且更加富有技术含量。在这样一个媒介融合度越来越高的时代，广告如若继续局限在传统媒体的各项条条框框之中，必然会遭到来自广告主与消费者的双重质疑及不满。因此，数字时代的到来，象征着广告主必须转变姿态，用“新型广告”去面对、迎合、吸引变得更加挑剔与前卫的消费者。自2010年第一支微电影广告凯迪拉克的《一触即发》上映后，企业的品牌微电影如雨后春笋般出现，品牌微电影的发展呈现出欣欣向荣的态势。风景这边独好，，品牌微电影的独特魅力与强大效果使其成为营销的利刃。2010年至今，国内外著名品牌纷纷推出了自己的品牌微电影，相关的学者也对这一领域进行了基础性研究。 由于微电影兴起时间较短，其作用、影响的判定也需要较长的时间，因此国内外对这一领域的研究尚处于初始阶段。本文通过对近年来大量品牌微电影作品的内容分析，从品牌传播的角度追溯微电影的定义，继而在新媒体环境下对企业微电影的新旧特征进行阐述，明确品牌微电影对品牌传播的作用，在保持优势，克服不足的基础上提出进一步的发展对策。 本文试图充分挖掘微企业微电影在品牌传播方面的潜质，希望对品牌微电影的利用能够更加理性，使其更好地为品牌服务。
[Abstract]:The advertising industry in the Web2.0 era has developed rapidly and thought-provoking. Since entering the 21 st century, the acceleration of digital process in China has made the Internet, IPTV and other emerging media flourish. Especially in recent years, the evolution of smart phone makes people accept network information more convenient and more rich in technology. In such an era when the integration of media is becoming more and more high, if advertising continues to be confined to the rules and regulations of traditional media, it will inevitably be questioned and dissatisfied by advertisers and consumers. Therefore, the arrival of the digital age symbolizes that advertisers must change their attitude, use "new advertising" to face, cater to, and attract consumers who become more picky and avant-garde. Since the first micro-film advertisement Cadillac's "hair-trigger" was released in 2010, the enterprise's brand micro-film has sprung up, and the development of brand micro-film has been flourishing. The unique charm and powerful effect of brand microfilm make it a marketing edge. Since 2010, famous brands at home and abroad have launched their own brand microfilms. Relevant scholars have also carried out basic research in this field. Because of the short rise time of micro film and the long time needed to judge its effect, the research in this field at home and abroad is still in its initial stage. By analyzing the content of a large number of brand microfilm works in recent years, this paper traces the definition of micro-film from the perspective of brand communication, and then expounds the new and old features of enterprise micro-film under the new media environment. This paper clarifies the role of brand micro film in brand communication, and puts forward further development countermeasures on the basis of maintaining advantages and overcoming shortcomings. This paper tries to fully tap the potential of microfilm in brand communication in the hope that the use of brand microfilm can be more rational to make it better for the brand service.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
[Abstract]:The advertising industry in the Web2.0 era has developed rapidly and thought-provoking. Since entering the 21 st century, the acceleration of digital process in China has made the Internet, IPTV and other emerging media flourish. Especially in recent years, the evolution of smart phone makes people accept network information more convenient and more rich in technology. In such an era when the integration of media is becoming more and more high, if advertising continues to be confined to the rules and regulations of traditional media, it will inevitably be questioned and dissatisfied by advertisers and consumers. Therefore, the arrival of the digital age symbolizes that advertisers must change their attitude, use "new advertising" to face, cater to, and attract consumers who become more picky and avant-garde. Since the first micro-film advertisement Cadillac's "hair-trigger" was released in 2010, the enterprise's brand micro-film has sprung up, and the development of brand micro-film has been flourishing. The unique charm and powerful effect of brand microfilm make it a marketing edge. Since 2010, famous brands at home and abroad have launched their own brand microfilms. Relevant scholars have also carried out basic research in this field. Because of the short rise time of micro film and the long time needed to judge its effect, the research in this field at home and abroad is still in its initial stage. By analyzing the content of a large number of brand microfilm works in recent years, this paper traces the definition of micro-film from the perspective of brand communication, and then expounds the new and old features of enterprise micro-film under the new media environment. This paper clarifies the role of brand micro film in brand communication, and puts forward further development countermeasures on the basis of maintaining advantages and overcoming shortcomings. This paper tries to fully tap the potential of microfilm in brand communication in the hope that the use of brand microfilm can be more rational to make it better for the brand service.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
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