整合营销模式下的中国电影广告设计

发布时间：2018-01-25 06:09

本文关键词： 整合营销媒介融合统一诉求　出处：《华中师范大学》2011年硕士论文　论文类型：学位论文

【摘要】：目前,我国电影业在营销宣传方面相比过去以生产观念为基础、以企业为中心的传统营销理念,逐渐转移到以消费者为中心,把对产品的首要关注转移到以顾客的需要和欲望上来,以充分利用品牌力量、跨媒体造势、打造国产档期等手段日益盛行,整合营销初步形成。作为其整合营销体系灵魂的电影广告面临重新定位。特别是在目前媒介融合的大环境下,对于电影这一文化消费产品的推介广告,面临着如何选择媒介,如何根据媒介的变化改变设计的思路,如何分析观众对电影广告宣传信息的接受心理,如何将电影信息在不同媒介中视觉化并形成统一诉求、统一理念、统一形象等各种问题?目前国内电影海报设计的抄袭现象、模式化趋势及预告片的“直白”等问题的出现,本质上皆因未适应整合营销的调整而忽略了跨媒介电影广告的统一性。本文主要从电影广告的媒体选择、观众接受心理及电影宣传信息的视觉化等三个方面来探讨整合营销模式下中国电影广告如何准确定位。并着重从传播学和设计学的角度,结合接受理论的观点,对国内电影广告的现状进行分析,拟对电影广告创作过程中所遇到的问题提出建设性的方案。
[Abstract]:At present, compared with the production concept and the enterprise-centered traditional marketing concept, the film industry in our country has gradually transferred to the consumer-centered marketing. To transfer the primary attention to the products to the needs and desires of customers, to make full use of brand power, cross-media momentum, to create a domestic scale and other means are increasingly popular, integrated marketing preliminary formation. As the soul of its integrated marketing system, film advertising is facing a new orientation, especially in the current media integration environment, for the promotion of film as a cultural consumer product, facing how to choose the media. How to change the design idea according to the change of the media, how to analyze the audience's acceptance psychology to the advertising information, how to visualize the film information in different media and form the unified demand and the unified idea. Unified image and other problems? At present, the plagiarism phenomenon, the pattern trend and the "directness" of the trailers in domestic film poster design are all ignored the unity of the cross-media film advertisement because of not adapting to the adjustment of the integrated marketing. This article mainly from the movie advertisement media choice. The audience's reception psychology and the visualization of the propaganda information of the film are three aspects to discuss how to locate the Chinese film advertisement accurately under the integrated marketing mode, and from the angle of communication and design, combined with the view of reception theory. This paper analyzes the present situation of domestic film advertising and puts forward constructive solutions to the problems encountered in the process of film advertisement creation.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：J524.3

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