微电影广告对大学生群体的传播效果研究

发布时间：2018-04-22 11:04

本文选题：微电影广告 + 大学生群体　；参考：《江西师范大学》2014年硕士论文

【摘要】：科学技术的创新与媒介格局的变革推动着广告转型的浪潮。在新媒体时代，信息碎片化、受众本位、现代广告的社会化、移动化、内容化、娱乐化以及限娱令和限广令的政策东风共同催化了微电影广告这一新型广告形式的产生。微电影广告依托互联网平台凭借定位精准、受众自主选择、互动性强、话题性、软性沟通等优势成为了当前广告界的新宠，受到广告主和受众的追捧与喜爱。尤其是热爱新鲜事物、具有较高审美水平的大学生群体对于微电影广告这一精妙的艺术形式更是表现出极高的热情。因此本文选取大学生群体作为目标对象，通过问卷调查探析微电影广告对大学生群体在暴露、认知、情感、意动方面的效果及影响传播效果的重要因素具有重要的现实价值和意义。本文主要以传播学和广告学的理论为支撑，综合运用定性与定量的研究方法，一方面对于微电影广告的概念、兴起原因、传播特性与优势进行定性的分析，另一方面通过问卷调查获取大学生群体对微电影广告接触、认知、情感和意动趋向和对时长、诉求风格、植入方式等方面偏好的数据信息，进而论证假设得出结论：接触度方面，大学生群体对微电影广告的知晓率较高，但观看过的数量较少平均五部左右，主要通过知名的视频网站和社交媒体获取微电影广告的信息；认知效果方面，对微电影广告的概念认知模糊，但普遍认同微电影广告在内容趣味化、互动参与性强、广告信息隐蔽黏性大等方面的优势，对于它的营销价值也给予肯定；情感趋向方面，微电影广告的故事性及制作水平是影响大学生群体主观评价最主要的两个因素，且大学生群体更偏爱时长在6—11分钟之间，青春励志传递正能量的题材，，感性、充满人情的诉求风格，植入适度隐性的微电影广告；意动方面，当前微电影广告更多起到加深品牌印象的作用并不能直接促成购买行为的产生。最后针对调查结论，结合优秀的微电影广告案例，本文提出了四点建议精准定位，提供个性化体验；内容为王，打造持续传播力；软性沟通，植入适度；整合媒介资源，传播立体化。
[Abstract]:The innovation of science and technology and the change of media pattern promote the tide of advertising transformation. In the new media age, the policies of information fragmentation, audience orientation, modern advertising socialization, mobility, contentalization, entertainment, and restriction of entertainment and restriction jointly catalyze the emergence of micro-film advertising as a new form of advertising. Relying on the Internet platform, micro-film advertising has become the new favorite of the current advertising field with the advantages of precise positioning, independent choice of audience, strong interaction, topic, soft communication and so on, which has been sought after and loved by advertisers and audiences. Especially, the group of college students who love new things and have higher aesthetic level show great enthusiasm for the subtle art form of micro-film advertisement. Therefore, this article selects the college students as the target object, through the questionnaire investigation to explore the microfilm advertisement to the university student community in the exposure, the cognition, the emotion, The effect of intention and movement and the important factors influencing the effect of communication have important practical value and significance. Based on the theories of communication and advertising, this paper synthetically applies qualitative and quantitative research methods, on the one hand, qualitatively analyzes the concept, the reason of rise, the characteristics and advantages of micro-film advertising. On the other hand, a questionnaire survey was conducted to obtain the data information of college students' preference for microfilm advertising, such as contact, cognition, emotion and motivation, and preference for length of time, style of appeal, way of placement, etc. Furthermore, the conclusion is drawn from the hypothesis that, in terms of contact degree, college students have a higher awareness of micro-film advertisements, but the average number of people who have watched them is about five. Mainly through well-known video websites and social media to obtain micro-film advertising information; Cognitive effect, the concept of micro-film advertising is vague, but it is generally agreed that micro-film advertising in the content of interesting, interactive strong participation, The advantages of advertising information, such as large hidden stickiness, also affirm its marketing value. In terms of emotional tendency, the story and production level of micro-film advertising are the two most important factors that affect the subjective evaluation of college students. And the college students prefer the time between 6-11 minutes, youth inspirational transfer of positive energy of the subject matter, emotional, full of human appeal style, the implantation of moderately recessive micro-film advertising; At present, micro-film advertising plays a more important role in deepening brand impression, which can not directly contribute to purchase behavior. Finally, according to the conclusion of the investigation, combined with the excellent case of micro-film advertising, this paper puts forward four suggestions for precise positioning, to provide personalized experience; content for king, to create sustainable communication; soft communication, moderate implantation; integration of media resources, Communication is three-dimensional.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F713.8

【参考文献】