微电影植入广告的叙事策略研究
发布时间：2018-11-16 07:05
【摘要】：全媒体时代的到来,网络越来越受到年轻人的热捧,成为大众传播和接收信息的首选媒介,并日益影响着大众的日常生活。而依托新媒体成长的微电影,在具有微小、精炼、迅速等传播新特征的同时,又通过艺术与商业的结合,成为了广告的新形式,由此而衍生出了微电影植入广告。 本文的开头部分,先阐述了本文研究的背景与意义,依托文学和影视叙事学理论,通过对目前我国微电影市场的现状分析,寻找有助于提升微电影植入广告的叙事策略,从而完善对我国当前微电影植入广告的研究,也起到进一步规范当下微电影植入广告市场的作用。再引用国内外文献综述,寻找微电影植入广告在国内外研究领域的进度和空白点,来进一步证实本文研究的意义。然后框定本文研究内容,阐明选取微电影商业广告作为研究对象的原因和意义。并列举出本文将着手使用的三种研究方法与思路,分别是文献研究法、案例分析法和多学科结合法。接着对微电影植入广告的叙事概念进行了界定,归纳了市场上目前存在的五种微电影植入广告的运作模式,并深入探讨了微电影植入广告的四大叙事功能和叙事特征。接下来进入本文的重点部分,通过对叙事学、传播学、影视受众心理学和市场营销学等理论的运用,对微电影植入广告的叙事策略进行深入分析。并结合市场上运作非常成功和典型的微电影植入广告案例来作详细探讨,总结出文本叙事策略、视听语言叙事策略、文化意识形态叙事策略和叙事接受策略四大策略。紧接着对当前微电影植入广告叙事策略存在的不足做了归纳,鉴于微电影植入广告还处在探索和发展阶段,市场上的微电影植入广告质量良莠不齐,表现为悬念与幽默不足、艺术与商业融合不够、人文关怀不强、受众期待不高和市场监管不严。最后在结语部分笔者对微电影植入广告的市场发展前景予以肯定,并对本文研究所存在的不足作了声明和解释。 在数字化和网络化背景下产生的微电影植入广告保留了影视广告生动灵活的表现形式和富有视觉冲击力的画面效果,同时又存有电影和电视剧的故事性和情节性。但是,微电影植入广告在目前来说还是处于发生、发展阶段,其故事内容的差异性以及叙事手法的独特性还有待开发。要想更好地吸引受众关注,不仅需要增强故事的感染力,构筑受众在心理层面上对产品或品牌的情感认可和理念趋同,更应该提高微电影植入广告的艺术审美价值,做到艺术与商业的完美结合,将品牌理念潜移默化的植入微电影的情节当中,给受众留下深刻印象。
[Abstract]:With the arrival of the all-media era, the Internet is becoming more and more popular among young people, becoming the preferred medium for mass communication and receiving information, and increasingly affecting the daily life of the masses. The micro-film which depends on the new media has the new characteristics of communication such as tiny, refined and rapid, and through the combination of art and commerce, it becomes a new form of advertising, which gives rise to the placement of advertisements in micro-films. In the first part of this paper, the background and significance of this study are expounded. Based on the theory of literature and film narratology, and through the analysis of the present situation of micro-film market in China, the author seeks the narrative strategy that will help to promote the placement of advertisements in micro-films. In order to improve the current research on microfilm placement advertising, but also play a role in regulating the current microfilm placement advertising market. And then we cite the domestic and foreign literature review to find the progress and gaps in the field of micro-film placement advertising in order to further confirm the significance of this study. Then frame the research content and clarify the reasons and significance of choosing micro-film commercial advertising as the object of study. The author also lists three research methods and ideas which will be used in this paper, namely, literature research method, case analysis method and multidisciplinary combination method. Then it defines the narrative concept of micro-film placement advertising, summarizes the five operating modes of micro-film placement advertising, and probes into the four narrative functions and narrative characteristics of micro-film placement advertising. Then into the key part of this paper, through the narratology, communication, film and television audience psychology and marketing theory of the application of micro-film placement advertising narrative strategy in-depth analysis. Combining with the successful and typical cases of microfilm placement in the market, this paper summarizes four strategies: text narrative strategy, audiovisual language narrative strategy, cultural ideology narrative strategy and narrative acceptance strategy. Then it summarizes the shortcomings of the narrative strategy of microfilm placement advertising. In view of the fact that micro-film placement advertising is still in the exploration and development stage, the quality of micro-film placement advertising in the market is mixed, which is characterized by suspense and lack of humor. The integration of art and business is not enough, humanistic care is not strong, audience expectations are not high and market regulation is not strict. Finally, in the conclusion part, the author affirms the market development prospect of microfilm placement advertisement, and makes a statement and explanation to the deficiency of this study. In the background of digitization and networking, the microfilm placement advertisement retains the vivid and flexible form of the film and television advertisement and the visual impact of the picture effect, and at the same time, there exists the feature and plot of the film and TV series. However, microfilm placement advertising is still in the process of development, the difference of its story content and the uniqueness of narrative techniques need to be developed. In order to attract the attention of the audience better, we should not only strengthen the appeal of the story, construct the emotional recognition and concept convergence of the product or brand on the psychological level, but also improve the artistic aesthetic value of the micro-film placement advertisement. To achieve the perfect combination of art and business, the brand concept imperceptibly implanted into the plot of micro-film, leaving a deep impression on the audience.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
本文编号：2334803
[Abstract]:With the arrival of the all-media era, the Internet is becoming more and more popular among young people, becoming the preferred medium for mass communication and receiving information, and increasingly affecting the daily life of the masses. The micro-film which depends on the new media has the new characteristics of communication such as tiny, refined and rapid, and through the combination of art and commerce, it becomes a new form of advertising, which gives rise to the placement of advertisements in micro-films. In the first part of this paper, the background and significance of this study are expounded. Based on the theory of literature and film narratology, and through the analysis of the present situation of micro-film market in China, the author seeks the narrative strategy that will help to promote the placement of advertisements in micro-films. In order to improve the current research on microfilm placement advertising, but also play a role in regulating the current microfilm placement advertising market. And then we cite the domestic and foreign literature review to find the progress and gaps in the field of micro-film placement advertising in order to further confirm the significance of this study. Then frame the research content and clarify the reasons and significance of choosing micro-film commercial advertising as the object of study. The author also lists three research methods and ideas which will be used in this paper, namely, literature research method, case analysis method and multidisciplinary combination method. Then it defines the narrative concept of micro-film placement advertising, summarizes the five operating modes of micro-film placement advertising, and probes into the four narrative functions and narrative characteristics of micro-film placement advertising. Then into the key part of this paper, through the narratology, communication, film and television audience psychology and marketing theory of the application of micro-film placement advertising narrative strategy in-depth analysis. Combining with the successful and typical cases of microfilm placement in the market, this paper summarizes four strategies: text narrative strategy, audiovisual language narrative strategy, cultural ideology narrative strategy and narrative acceptance strategy. Then it summarizes the shortcomings of the narrative strategy of microfilm placement advertising. In view of the fact that micro-film placement advertising is still in the exploration and development stage, the quality of micro-film placement advertising in the market is mixed, which is characterized by suspense and lack of humor. The integration of art and business is not enough, humanistic care is not strong, audience expectations are not high and market regulation is not strict. Finally, in the conclusion part, the author affirms the market development prospect of microfilm placement advertisement, and makes a statement and explanation to the deficiency of this study. In the background of digitization and networking, the microfilm placement advertisement retains the vivid and flexible form of the film and television advertisement and the visual impact of the picture effect, and at the same time, there exists the feature and plot of the film and TV series. However, microfilm placement advertising is still in the process of development, the difference of its story content and the uniqueness of narrative techniques need to be developed. In order to attract the attention of the audience better, we should not only strengthen the appeal of the story, construct the emotional recognition and concept convergence of the product or brand on the psychological level, but also improve the artistic aesthetic value of the micro-film placement advertisement. To achieve the perfect combination of art and business, the brand concept imperceptibly implanted into the plot of micro-film, leaving a deep impression on the audience.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J905
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