国外媒介形象广告（平面广告）研究

发布时间：2018-06-18 22:21

本文选题：媒介形象 + 媒介形象广告　；参考：《浙江大学》2009年硕士论文

【摘要】： 这是一个媒介产品极度丰盛的时代,这是一个媒介环境瞬息万变的时代,这是一个阅读、视听习惯急剧转变的时代,这是一个“形象主导制胜”的时代!这样的转变意味着人们对媒介的消费不仅仅停留在产品和服务,而更多的是一种符号的消费、意义的消费、关系的消费与认同的消费;这样的转变也促使媒介组织对媒介形象的塑造和传播给予空前的关注,最直接的体现就是媒介形象广告的大量投放和发展成熟。媒介形象广告集中体现了媒介组织的整体价值观及受众的价值取向,负载了经济、文化和社会功能,兼具艺术性,以深入人心的方式与受众进行沟通,更多地承担起“公关”而非“兜售”的功能,收获更加持久的忠诚度和美誉度。国外媒介从诞生之初就十分重视其“形象”的传播,不遗余力地在本媒体和其他媒体投放各种类型的形象广告,媒介形象广告发展逐渐成熟,近些年来(2000年到2007年)全球最权威的五大广告赛事“媒介形象广告”(media imageadvertisement section)门类的所有奖项也几乎被媒介发达的欧美国家垄断。相比之下,我国的媒介形象广告在理论上尚缺乏科学、文化、艺术紧密融合的系统性研究,尤其缺乏基于大量广告文本的实证研究;在实践上缺乏系统的定位、创意、表现和投放流程,尚处于粗放式、随机性的操作阶段和摸着石头过河的探索阶段。鉴于以上原因,本文将基于形象学的视角,对全球五大广告赛事中的获奖媒介形象广告(2000年到2007年的获奖平面广告部分)进行符号学解读和内容分析,探究成功的国外媒介形象广告在媒体投放、视觉传达和广告语设置中所表现出的特点,阐明媒介形象广告如何作用于受众的个人价值,从而增强其对媒介的忠诚度和美誉度,以期对我国媒介形象广告的创作和传播提供有益启示。
[Abstract]:This is an era of extremely rich media products, this is an era of rapidly changing media environment, this is an era of reading, audio-visual habits rapidly changing, this is a "image dominated" era! This change means that the consumption of media is not only only products and services, but more is a symbol. The consumption of the number, the consumption of meaning, the consumption of the relationship and the consumption of identity, this change also promotes the media organization to give unprecedented attention to the molding and dissemination of the media image. The most direct embodiment is the mass delivery and maturity of the media image advertisement. The media image advertisement concentrates on the overall values and the audience of the media organization. The value orientation, loaded with economic, cultural and social functions, is artistic, communicates with the audience in a popular way, and takes more of the function of "public relations" rather than "peddling", and reap more lasting loyalty and reputation. Foreign media have paid great attention to its "image" from the beginning of its birth and spare no effort In the media and other media put in various types of image ads, the development of media image advertising is gradually mature, in recent years (2000 to 2007) the world's most authoritative five major advertising events "media imageadvertisement section" category of all awards are also almost monopolized by the developed European and American countries. On the other hand, the media advertising in China is still lacking in a systematic study of scientific, cultural and artistic integration in theory, especially the lack of empirical research based on a large number of advertising texts. In practice, the lack of systematic positioning, creativity, performance and delivery process is still in the stage of extensive, random and stone crossing.
In view of the above reasons, this paper will make a semiotic interpretation and content analysis of the award-winning media image ads in the five major global advertising events (2000 to 2007), based on the visual angle of image, and explore the special features of the successful foreign media image advertising in the media investment, visual communication and advertising language settings. Point out, to clarify how media advertising acts on the individual value of the audience, thus enhancing its loyalty and reputation to the media, in order to provide useful inspiration for the creation and dissemination of media image advertising in China.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G206.2

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