中国广告长城奖影视类金奖作品创作策略研究

发布时间：2018-01-13 18:41

本文关键词：中国广告长城奖影视类金奖作品创作策略研究　出处：《湘潭大学》2016年硕士论文　论文类型：学位论文

【摘要】：中国广告长城奖在广告界有着非比寻常的地位,是我国广告界最具历史性、权威性、专业性、规模性和影响力的赛事,是中国广告界无数广告人追求的梦想,被誉为“广告界的奥斯卡”。而影视广告是我国广告门类中最包罗万象的一种广告形式,其呈现形式多样,广告创意纷繁,不同的广告形式与广告内容,可以传递不同的广告主题,表达不同的广告诉求,同时因其传播载体的通俗性与广泛性,影视广告在广告行业里一直占据着极为重要的地位,极大的引起广告人、广告主和业内学者的关注与探究。中国影视广告不仅在创意和表现形式上拥有独树一帜的特色风格,更能从细微之处彰显出广告背后的人文情怀与社会文化价值。本研究针对2005年-2014年中国广告长城奖影视类金奖作品36件为数据研究样本,通过进行中国影视广告创作策略的实证研究,从影视广告创作的理论出发,梳理中国影视广告创作过程中涉及的创意要素和表现要素,分析影视广告创作中创意类型、广告受众针对性、市场环境、创意原则、视觉要素、听觉要素和时间要素等,明晰广告创意类型在创作层面上偏好,提出以青年消费群体为导向,覆盖全年龄群价值诉求的创作主张,建议创作时重视人文环境因素,以市场因素为依靠,兼顾生动形象与通俗易懂的创意原则。并在此基础上,对影视广告表现策略进一步解析,提出应当从观众视角出发,以讲述普通人的故事为主,在广告表现元素运用时一定要注意纯粹性与突出性的使用,并对不同广告要进行差异化表现处理,此外,在广告信息展现时要以logo和广告语为主,尽力实现广告效果的最大化。在此基础上,综合研究数据与结果,阐述中国影视广告创作策略层面的偏好与倾向,揭示未来影视广告创作时,在内容选择上应当以普通人的故事为创作蓝本,通过表现手段与方式的保持纯粹性和简单性,充分发挥视觉与听觉结合的艺术效果,尽最大能力唤起普通人内心的共鸣。以此来探索影视广告创作策略相关的一些规律,为将来影视广告的创作发展提供一些建议、启示与参考。
[Abstract]:The Great Wall Award is the most historic, authoritative, professional, scale and influential competition in the advertising industry. It is the dream pursued by countless advertisers in China. The film and television advertisement is one of the most all-encompassing advertising forms in the advertising category in China. It presents various forms of advertising, numerous creative advertising, different advertising forms and advertising content. It can transmit different advertising themes and express different advertising demands. At the same time, because of the popularity and universality of its communication carrier, film and television advertising has always occupied an extremely important position in the advertising industry. It has aroused the attention and inquiry of advertisers, advertisers and scholars in the industry. Chinese film and television advertising not only has its own unique style in terms of its creativity and forms of expression. This study focuses on 36 golden works of the Great Wall Award of China Advertising from 2005 to 2014, which is a data sample. Through the empirical study of Chinese film and television advertising creation strategy, from the theory of film and television advertising creation, combing the creative elements and performance factors involved in the process of Chinese film and television advertising creation. Analysis of the creative types of film and television advertising, targeted advertising audience, market environment, creative principles, visual elements, auditory elements and time elements, and so on, to clarify the creative types of advertising in the creative level preference. Put forward to the youth consumer groups as the guide, covering the value demands of the whole age group of creative claims, suggest that the creation of humanistic environmental factors, market factors as the basis. On the basis of this, the author further analyzes the performance strategy of film and television advertising, and puts forward that the story of ordinary people should be mainly told from the perspective of the audience. In the use of advertising elements must pay attention to the use of purity and prominence, and different advertising should be differentiated performance treatment, in addition, in advertising information display to logo and advertising language. On this basis, comprehensive research data and results, expound the preference and tendency of Chinese film and television advertising creation strategy level, reveal the future film and television advertising creation. In the content choice should take the ordinary person's story as the creation blueprint, through the performance means and the way maintains the purity and the simplicity, fully displays the visual and the auditory union artistic effect. The author tries his best to evoke the inner resonance of ordinary people in order to explore some laws related to the creation strategy of film and television advertisement, and to provide some suggestions, enlightenment and reference for the future creation and development of film and television advertisement.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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