本文關(guān)鍵詞： 央視旅游宣傳片 傳播模式 問(wèn)題 投放策略　出處：《河南大學(xué)》2016年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：央視旅游宣傳片是我國(guó)城市宣傳文化資源和形象塑造的載體,也是視聽(tīng)語(yǔ)言最直接的表現(xiàn)形式,更是旅游目的地營(yíng)銷(xiāo)宣傳的名片。本文運(yùn)用傳播學(xué)理論進(jìn)行相關(guān)分析,把旅游宣傳片的傳播過(guò)程看成是信息的傳播過(guò)程。從信源,信息,傳播渠道和受眾幾個(gè)方面展開(kāi)分析,找出傳播存在的問(wèn)題,并結(jié)合新媒體環(huán)境下廣告的發(fā)展,提出央視旅游宣傳片的新的投放策略。本文在研究的過(guò)程中,對(duì)央視一套2015年12月和2016年1月的《朝聞天下》、《新聞30分》、《新聞聯(lián)播》三檔黃金時(shí)間段新聞節(jié)目中間插播的旅游宣傳片進(jìn)行了收集和整理,從內(nèi)容上對(duì)宣傳片分類(lèi),分別是景點(diǎn)宣傳片、城市宣傳片、省級(jí)宣傳片、招商宣傳片、節(jié)日慶會(huì)宣傳片、特色產(chǎn)品宣傳片六個(gè)類(lèi)型。重點(diǎn)把2016年1月的宣傳片作為信息樣本,并對(duì)其進(jìn)行了編碼,實(shí)質(zhì)上就是對(duì)旅游宣傳片進(jìn)行視覺(jué)符號(hào)的編碼,包括視頻的時(shí)長(zhǎng)、地域的分布、字體顏色的運(yùn)用、人物的選擇、鏡頭的運(yùn)用、廣告語(yǔ)的特點(diǎn)、宣傳片屬性等多方面。文章總共分五部分。第一部分主要簡(jiǎn)述來(lái)電視旅游廣告的概況,了解旅游宣傳片的發(fā)展歷程。第二部分主要描述電視旅游宣傳片面臨的新環(huán)境,包括影視劇、綜藝節(jié)目、熱點(diǎn)事件對(duì)旅游的影響,還有新媒體等在線網(wǎng)絡(luò)的旅游搜索信息,進(jìn)而論述青年群體在旅游消費(fèi)市場(chǎng)的潛力。第三部分結(jié)合收集的樣本分析旅游宣傳片的傳播模式,包括傳播學(xué)理論基礎(chǔ)和研究方法,旅游宣傳片的信源特點(diǎn)、信息特點(diǎn)、媒介特點(diǎn)。第四部分論述了央視旅游宣傳片存在的問(wèn)題,包括信源單一,播放集中,視聽(tīng)效果難以預(yù)測(cè),受新媒體沖擊等等。第五部分主要結(jié)合前幾部分的研究提出媒體的投放策略,其中包括整合營(yíng)銷(xiāo)策略,打造區(qū)域旅游品牌,如針對(duì)同質(zhì)化的現(xiàn)象可以展示同類(lèi)旅游目的地等;宣傳片的拍攝制作環(huán)節(jié)也很重要,重視前期的策劃元素的選擇,有助于表現(xiàn)訴求點(diǎn);在投放渠道上,可利用受歡迎的社交媒體,在線網(wǎng)絡(luò)掛廣告的互動(dòng)和影視植入聯(lián)動(dòng);持續(xù)品牌建設(shè),包括原有品牌的維護(hù)和多元產(chǎn)品的補(bǔ)充,廣告訴求要與受眾的審美結(jié)合,包括作為信源的宣傳片的審美價(jià)值引導(dǎo)的“錨定”,也要適時(shí)了解受眾的需求。
[Abstract]:CCTV tourism propaganda film is the carrier of cultural resources and image shaping of city propaganda in China, and also the most direct expression form of audiovisual language, and it is also the business card of marketing promotion of tourist destination. The communication process of tourism propaganda film is regarded as the process of information dissemination. This paper analyzes the information source, information, communication channel and audience, finds out the problems existing in communication, and combines the development of advertising under the new media environment. This paper puts forward a new strategy of CCTV tourism propaganda film. This paper collects and arranges a set of tourism propaganda films from December 2015 to January 2016, "Morning News", "News 30%" and "News Associated broadcast", which are inserted in the middle of three prime time news programs on CCTV, and classifies the propaganda films from the content. They are six types of tourist spots propaganda, city propaganda, provincial propaganda, investment promotion, festival celebration propaganda, and characteristic product propaganda. The emphasis is on the January 2016 propaganda film as a sample of information and the coding of it. In essence, it is to encode the visual symbols of the tourist propaganda film, including the length of the video, the distribution of the region, the use of the font color, the choice of the characters, the use of the lens, and the characteristics of the advertising language. The article is divided into five parts. The first part mainly describes the general situation of TV tourism advertising and the development course of tourism propaganda film. The second part mainly describes the new environment that television tourism propaganda film faces. Including movies and TV shows, variety shows, the impact of hot events on tourism, and travel search information on online networks such as new media, The third part analyzes the communication mode of tourism propaganda film, including the theoretical basis and research methods of communication, the characteristics of information source and information characteristics of tourism propaganda film. Part 4th discusses the problems existing in CCTV's tourism propaganda film, including the single source of information, the concentration of broadcasting, and the difficulty in predicting the audio-visual effect. By the new media impact and so on. Part 5th mainly combined with the previous several parts of the research put forward the media strategy, including integrated marketing strategies, create regional tourism brands, such as homogenization phenomenon can display similar tourism destinations and so on; The production link of the propaganda film is also very important, pay attention to the choice of the planning element in the early stage, help to express the appeal point; in the channel, can use the popular social media, the interaction of the online network hanging advertisement and the film and television implantation linkage; The sustained brand construction includes the maintenance of the original brand and the supplement of multiple products. The advertising appeal should be combined with the aesthetic appreciation of the audience, including the "anchoring" of the aesthetic value guided by the propaganda film as a source of information, as well as the timely understanding of the needs of the audience.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：J959

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