商业电视短片创意的受众心理分析

发布时间：2018-06-14 13:15

本文选题：电视商业短片 + 广告受众　；参考：《东北师范大学》2010年硕士论文

【摘要】： 商业电视短片既俗称——广告片。广告是传播的艺术,又是说服的艺术。作为传播的带有艺术性质的片种,其广告内容必须能够到达广告受众,并为他们所注意、感知；作为说服的艺术,广告必须能够进入广告受众的心里,能够获得他们的信任和理解。近些年,在众多的广告媒体中,商业电视短片的发展最为迅速,它兼有广播、报纸和电影的视听特色,以声、像、色兼备,视、听、读并举,生动活泼的特点成为最现代化也最引人注目的广告形式。为使商业电视短片真正的走入受众心灵,制作出更具观赏性、艺术性的电视广告作品,广告人首先需要做的是清晰标的物、目标受众,对目标受众进行详细的市场细分,研究其特点、接受心理,并根据目标受众的特点及接受心理进行广告创意创作,最后用适当的表现手法表现出来,即广告表现,最终达成实效广告。本文还针对典型的目标受众及群体进行详细的心理、行为方面的分析,指明了这些目标受众所适合的创意表现手法,并有具体的案例作辅助分析。
[Abstract]:Commercial TV short films are both commonly known as-advertising films. Advertising is the art of communication and persuasion. As an artistic genre of communication, the advertising content must reach the advertising audience and be noticed and perceived by them. As the art of persuasion, the advertisement must be able to enter the mind of the advertising audience. To gain their trust and understanding. In recent years, among the numerous advertising media, the commercial TV short film has the most rapid development, it has the broadcast, the newspaper and the movie audio-visual characteristic, with the sound, the image, the color has simultaneously, watches, listens to, reads simultaneously, Lively features become the most modern and most striking form of advertising. In order to make commercial TV short films truly enter the hearts of the audience and produce more ornamental and artistic TV advertising works, advertisers first need to do a clear subject-matter, target audience, and detailed market segmentation of the target audience. Study its characteristics, reception psychology, and according to the characteristics of the target audience and acceptance psychology of advertising creative creation, the final expression with the appropriate means of expression, that is, advertising performance, and finally achieve effective advertising. This article also aims at the typical target audience and the group carries on the detailed psychology, the behavior aspect analysis, has pointed out these target audience suitable creative expression technique, and has the concrete case to do the auxiliary analysis.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G222

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