基于受众分析的高校招生视频广告创作探析

发布时间：2018-06-07 23:45

本文选题：高校招生宣传 + 视频广告　；参考：《华中科技大学》2016年硕士论文

【摘要】：如今互联网迅速发展,互联网视频广告由于传播速度快、形式多样、受众群体大、内容庞大等特点发展为各大高校喜爱的一种招生方式,并依靠互联网平台快速的发展起来。综合运用到数据调查法,文献研究法、实践总结法等。通过分析受众数据的方式发现问题,再结合广告传播学理论、广告学原理、心理学解决问题。本文分为五个章节:第一章(绪论)表明课题的研究背景、以及国内外的研究现状,并提出本文的主要研究内容和方法。第二章,主要对当代高校招生视频广告的历史演变进行探索,并分析目前高校招生广告普遍存在的问题,同时强调受众分析对目前高校招生视频广告创作的必要性;第三章,对受众起源与发展以及影响高校招生视频广告受众的心理因素进行研究,并基于相关的理论提出实践项目的架构与计划。第四章,通过大量的数据和问卷调查分析,得出高校招生视频广告受众人群的基本喜好和构成,对受众接触层面和心理判断层面进行多角度分析,并依据数据分析的结果,进行《数字媒体艺术》招生视频广告的模型设计。第五章,通过分析《数字媒体艺术》招生视频广告的模型,重点解析实践项目视频广告的脚本创意、制作流程、后期传播等方面。第六章,总结和思考,并提出对高校招生视频广告的展望。同时从受众的角度寻找视频广告艺术创作的规律,以此提高视频广告的表现效果;研究高校招生视频广告的受众人群、创作过程和传播方式等,结合受众人群数据分析,为广告主提供更有针对性的投放信息。为受众人群提供丰富视频广告内容,增强广告传播的效果。本论文采用受众分析角度给高校招生视频广告创作提供一种新颖的科学研究方式,使视频广告艺术更富有创意。
[Abstract]:Nowadays, with the rapid development of the Internet, the Internet video advertisement has developed into a popular enrollment method for the universities because of its fast spreading speed, diverse forms, large audience groups and huge content, and has developed rapidly by relying on the Internet platform. Comprehensive application to data survey method, literature research method, practice summary method and so on. Through the analysis of audience data to find the problem, combined with advertising communication theory, advertising theory, psychology to solve the problem. This paper is divided into five chapters: the first chapter (introduction) shows the research background of the subject, as well as the domestic and foreign research status, and puts forward the main research contents and methods of this paper. The second chapter, mainly explores the historical evolution of the video advertisement of college enrollment, and analyzes the common problems in the current university recruitment advertising, and emphasizes the necessity of audience analysis of the current university enrollment video advertising creation; chapter three, This paper studies the origin and development of the audience and the psychological factors that affect the audience of the video advertisement in colleges and universities, and puts forward the structure and plan of the practical project based on the relevant theory. Chapter IV, through a large number of data and questionnaire analysis, the basic preferences and composition of the audience of college recruitment video advertising, audience contact level and psychological judgment level of multi-angle analysis, and based on the results of data analysis. Carry on the model design of the recruitment video advertisement of Digital Media Art. The fifth chapter analyzes the model of recruiting video advertisement in Digital Media Art, and analyzes the script creativity, production flow and later dissemination of practical video advertisement. The sixth chapter, summarizes and ponders, and puts forward the prospect to the university enrollment video advertisement. At the same time, from the perspective of the audience to find out the law of video advertising art creation, in order to improve the performance of video advertising; to study the audience, creative process and dissemination of video advertising in colleges and universities, combined with the audience data analysis, Provide more targeted information for advertisers. For the audience to provide rich video advertising content, enhance the effect of advertising dissemination. In this paper, the audience analysis is used to provide a novel scientific research method for the creation of video advertising in colleges and universities, which makes the art of video advertising more creative.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：J959

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