從傳播學(xué)“5W”模式探究微電影廣告及其發(fā)展策略
發(fā)布時(shí)間：2018-05-04 17:18
本文選題：微電影廣 + 告?zhèn)鞑ヒ?/strong>��； 參考：《鄭州大學(xué)》2013年碩士論文
【摘要】：微博的迅速走紅并表現(xiàn)出其日益強(qiáng)大的影響力引領(lǐng)著微時(shí)代的到來,微事物卻凝結(jié)出越來越大的力量,微電影廣告就是在微時(shí)代下電影與廣告完美結(jié)合的產(chǎn)物,它的出現(xiàn)豐富了廣告的內(nèi)容與形式,為廣告業(yè)的發(fā)展注入了一絲活力。 本文以傳播學(xué)為主要學(xué)科背景,綜合營銷學(xué)、社會(huì)學(xué)、廣告學(xué)等學(xué)科理論,采用定量和定性相結(jié)合的研究方法,通過文獻(xiàn)研究、個(gè)案分析、比較分析的方法對微電影廣告進(jìn)行探究。本文重點(diǎn)在于從拉斯韋爾的“5W”模式著手對微電影廣告進(jìn)行分析,“5W”即是傳播過程中的五要素,分別是傳播者、受傳者、媒介、訊息、反饋,最終為探討微電影廣告的發(fā)展提出若干發(fā)展策略。 本文分為四個(gè)部分。第一章為緒論,介紹了此篇論文的研究背景和意義、文獻(xiàn)綜述以及研究方法。第二章微電影廣告的概述,首先對微電影、微電影廣告進(jìn)行了概念上的界定,在此基礎(chǔ)上,對微電影廣告和微電影以及電影植入式廣告進(jìn)行了比較分析,找出其差異,得出微電影廣告異于這兩者的特征；由于微電影廣告是一種新興的廣告形式,業(yè)界對其研究甚少,在第二章中還對微電影廣告產(chǎn)生的原因和發(fā)展的歷史進(jìn)行了概述。第三章微電影廣告的“5W”模式分析是此篇論文的重點(diǎn),異于傳統(tǒng)的從營銷角度分析,本文從傳播學(xué)的角度出發(fā),對微電影廣告進(jìn)行傳播過程中的五個(gè)要素進(jìn)行了詳細(xì)的探討。從微電影廣告的傳者、渠道、內(nèi)容、受眾和效果五個(gè)要素進(jìn)行分析,最后為了使得理論研究深入淺出,筆者選用了具有代表性的微電影廣告——益達(dá)《酸甜苦辣》進(jìn)行了詳細(xì)的概述與分析。第四章微電影廣告的應(yīng)用策略是筆者基于第三章的分析得到的啟發(fā),從內(nèi)容、渠道、受眾三方面為微電影廣告提出發(fā)展策略。
[Abstract]:Weibo's rapid rise in popularity and its increasingly powerful influence led to the arrival of the micro-era, but micro-things condensed more and more power, micro-film advertising is the product of the perfect combination of film and advertising in the micro-era. Its appearance enriched the content and form of advertising and injected a trace of vitality into the development of advertising industry. This article takes the communication science as the main discipline background, synthesizes the marketing, the sociology, the advertisement science and so on discipline theory, uses the quantitative and the qualitative union research method, through the literature research, the case analysis, Comparative analysis of the methods of micro-film advertising to explore. This paper focuses on the analysis of micro-film advertising from the "5W" model of Raswell. "5W" is the five elements in the process of communication, which are the communicators, the receivers, the media, the messages, the feedback, respectively. Finally, some development strategies are put forward to discuss the development of micro-film advertising. This paper is divided into four parts. The first chapter is the introduction, which introduces the research background and significance, literature review and research methods. The second chapter is the overview of micro-film advertising. Firstly, the concept of micro-film and micro-film advertising is defined. On the basis of this, the author makes a comparative analysis of micro-film advertising, micro-film advertising and film placement advertising, and finds out the differences between them. It is concluded that micro-film advertising is different from these two characteristics. Because micro-film advertising is a new form of advertising, the industry has little research on it. In the second chapter, the causes and history of micro-film advertising are also summarized. The third chapter "5W" mode analysis of micro-film advertisement is the focus of this paper. Different from the traditional analysis from the perspective of marketing, this paper discusses the five elements in the process of communication of micro-film advertisement from the angle of communication. This paper analyzes the five elements of microfilm advertising, such as propagandists, channels, content, audience and effects, and finally, in order to make the theoretical research deeper and simpler, The author has selected the representative micro-film advertisement-Yida "sweet and sour" to carry on the detailed summary and the analysis. The fourth chapter is the application strategy of micro-film advertising, which is inspired by the author based on the analysis of the third chapter, from the content, channels, audience for the development of micro-film advertising strategies.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.8;G206;J905
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