网络亚文化语境下小蚁运动相机广告短片设计

发布时间：2018-04-14 09:07

本文选题：小蚁运动相机 + 网络亚文化　；参考：《浙江理工大学》2017年硕士论文

【摘要】：本次设计题目是《网络亚文化语境下小蚁运动相机广告短片设计》,为自选课题。主要服务的目标产品为小蚁运动相机,旨在通过市场调研,以网络亚文化的相关理论为切入点,为小蚁运动相机制作广告短片,目的是促进小蚁运动相机的品牌形象传播,提高品牌认知。本次设计包含了两则广告短片和一则H5视频广告,分别以“年轻就是zuo”、“年轻就是gao”、“年轻就是show”为创作主题,传达出青年群体敢冒险、爱恶搞、乐于分享的独有个性特点。需求研究报告。为了在设计中突出小蚁运动年轻化品牌形象特点,对目标产品的受众群体、品牌基础及市场竞品进行了相关调研和分析。通过定向消费者问卷调查,对产品受众的群体画像和行为特性有了一定了解,通过对各类竞品的实际体验和资料的收集,分析出了小蚁运动相机与竞品在整体策略上的差异,即小蚁的核心目的是通过硬件对线上产品进行导流,进而实现软件和硬件的共同营利。结合定量的受众调查,发现了小蚁的受众与线上社交产品的强关联性,从而佐证了以网络亚文化为理论切入点的合理性。文献研究报告。鉴于网络亚文化群体与小蚁目标消费者的高度吻合,及本设计主张的“年轻就是···”主题,通过查阅相关文献资料和理论分析,对网络亚文化的综合释义、表现特点、表达方式等进行了汇总和分析,总结和提炼出了网络亚文化语境下青年的创造性,为本次设计提供了理论支持。设计过程报告。根据对网络亚文化语境的研究,和本设计的“年轻就是···”的主题核心,策划制作了三则广告短片作品。通过对核心主题的补充,产出了“年轻就是勇敢无畏zuo自己”、“年轻就是换个角度gao事情”、“年轻就是千方百计show出来”三个子主题。两则广告短片作品分别运用了网络流行语、网络恶搞等形式展现了青年群体的行为特性,可应用到视频网站贴片广告、移动客户端贴片广告、社会化媒体(主要指微信朋友圈)广告中。视频H5广告通过视频素材与制作素材的结合,提供了类似VR技术的感官体验,更加强调互动性。整体设计过程经历了前期内容规划、分镜头及交互设计、实地拍摄和后期包装剪辑,以视频和H5页面的方式展出。整体设计以小蚁运动相机的市场需求为导向,以网络亚文化为理论切入点,综合产出了“年轻就是···”的主题。通过“zuo”、“gao”、“show”三个子主题的分别表达,将网络流行语、网络恶搞等运用到了内容创意上,同时在短片设计过程中,采用了视频与H5页面相结合,强调了互动体验,给予了广告短片一定的形式创新。最终通过内容和形式上的综合表现,用新思路传达了小蚁品牌形象,同时也弥补了当前运动相机广告形式的单一。
[Abstract]:The title of this design is "small Ant Motion camera Advertising short Film Design in the context of Network Subculture", which is a topic of choice.The main target product of the service is the small ant sport camera. Through market research and with the relevant theory of the network subculture as the breakthrough point, the main service product is to produce the advertisement short film for the small ant movement camera. The aim is to promote the brand image dissemination of the small ant sport camera.Improve brand awareness.The design includes two short commercials and an H5 video ad with the theme of "Young is zuo", "Young is gao" and "Young is show" to convey that young people dare to take risks and are amusing.A unique personality that is willing to share.Requirements study report.In order to highlight the young brand image characteristics of the small ant movement in the design, the target product audience group, brand foundation and market competition were investigated and analyzed.Through the targeted consumer questionnaire survey, we have a certain understanding of the product audience's group portrait and behavior characteristics. Through the actual experience and data collection of all kinds of competing products, we have analyzed the differences between the small ant sports camera and the competition product in the overall strategy.That is, the core purpose of small ants is to channel online products through hardware, and then realize the common profit of software and hardware.Combined with the quantitative audience survey, we find the strong correlation between the audience and online social products, which proves the rationality of taking the network sub-culture as the theoretical breakthrough point.Literature research report.In view of the high agreement between the network subculture group and the target consumer of small ant, and the theme of "youth is" advocated by this design, through consulting relevant literature and theoretical analysis, the comprehensive interpretation and characteristics of network subculture are discussed.The way of expression is summarized and analyzed, and the creativity of young people in the context of network subculture is summarized and refined, which provides theoretical support for this design.Design process report.According to the study of the network subcultural context and the theme of "Young is", three short advertisements were designed and produced.By complementing the core themes, the three sub-themes of "Young is fearless zuo himself", "Young is changing the perspective of gao things" and "Young is doing everything possible to show out" are three sub-themes.The two short advertisements show the behavior characteristics of the youth groups in the form of internet buzzwords, network spoof, etc. They can be applied to video website patch ads, mobile client patch ads, etc.Social media (mainly refers to Moments WeChat) advertising.Video H5 advertising provides VR-like sensory experience through the combination of video material and production material, and emphasizes interactivity more.The overall design process has experienced early content planning, split shot and interactive design, field shooting and post packaging editing, displayed as video and H5 pages.The whole design is guided by the market demand of the small ant sport camera, and takes the network subculture as the theoretical breakthrough point, and synthetically produces the theme of "youth is".Through the expression of "zuo", "gao" and "show" respectively, this paper applies the network catchwords and network parody to the content creativity, and combines video with H5 page in the process of designing the short film, at the same time, in the process of designing the short film, the video is combined with the H5 page.Emphasized the interactive experience, gave the advertisement short film certain form innovation.Finally, through the content and form of comprehensive performance, using new ideas to convey the brand image of small ants, but also to make up for the current single form of motion camera advertising.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524.3

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