【摘要】：在新媒體以及社會化媒體背景下,微小說、微博、微電影、微信等新事物迅速發(fā)展,尤其是從2010年至今,微電影廣告從出現(xiàn)到迅猛發(fā)展。不僅吸引了大量專業(yè)人士以及草根網(wǎng)民的關(guān)注和拍攝制作,同時(shí)也獲得了企業(yè)品牌對微電影廣告市場的青睞,越來越多的企業(yè)紛紛開展自己品牌產(chǎn)品的微電影廣告事業(yè)。 隨著社會市場經(jīng)濟(jì)的快速發(fā)展,企業(yè)間的競爭開始傾向于品牌意義上的競爭,由最初的商品競爭、產(chǎn)品質(zhì)量競爭到服務(wù)競爭、產(chǎn)品口碑競爭,到現(xiàn)在最受消費(fèi)者關(guān)注的品牌競爭,品牌競爭的核心是對品牌價(jià)值的優(yōu)勢分析。在廣告力時(shí)代,廣告是企業(yè)傳播品牌最重要也是最有效的傳播手段。企業(yè)利用廣告將自己的品牌產(chǎn)品進(jìn)行推廣,從而獲得品牌形象的塑造和品牌價(jià)值的傳播。在與廣告的結(jié)合中,微電影廣告的優(yōu)勢逐漸顯現(xiàn)。 微電影廣告從出現(xiàn)到迅速發(fā)展給廣告企業(yè)帶來新的發(fā)展模式,也給受眾帶來全新的廣告體驗(yàn)。雖然常見的傳統(tǒng)廣告以及網(wǎng)絡(luò)廣告中不乏有品牌形象塑造的成功案例,也對企業(yè)的品牌傳播有強(qiáng)化作用。但筆者認(rèn)為,微電影廣告的特性更能激發(fā)出廣告價(jià)值,有利于廣告信息的有效傳達(dá),能擴(kuò)大產(chǎn)品以及品牌傳播的影響力,使得企業(yè)品牌形象深入受眾內(nèi)心,以達(dá)到消費(fèi)者對于品牌的心理滿意以及情感認(rèn)同。 本文將文章分為五個(gè)部分,詳細(xì)闡述微電影廣告的傳播方式,以及對品牌的傳播價(jià)值,并對微電影廣告?zhèn)鞑テ放拼嬖诘膯栴}以及應(yīng)對策略做了詳細(xì)分析。 文章第一章是緒論部分,主要介紹論題的研究背景、研究現(xiàn)狀以及研究意義、研究方法。 第二章介紹什么是微電影廣告,分析微電影廣告從無到有以致迅速發(fā)展的歷程,闡述微電影廣告的概念以及特征。 第三章是微電影廣告的傳播方式,從特征角度入手展現(xiàn)微電影廣告的傳播方式,說明微電影廣告對品牌傳播具有影響力,微電影廣告就是為品牌傳播服務(wù)的。 第四章闡述微電影廣告的傳播價(jià)值,從微電影廣告的傳播以提升品牌價(jià)值為旨?xì)w,微電影廣告提升品牌價(jià)值的四個(gè)維度兩個(gè)方面展開論證。 第五章是對微電影廣告?zhèn)鞑r(shí)出現(xiàn)的問題進(jìn)行分析,并提出了相應(yīng)的解決方法。
[Abstract]:In the context of new media and social media, micro-fiction, Weibo, micro-film, WeChat and other new things have developed rapidly, especially from 2010 to now, micro-film advertising from the emergence to the rapid development. Not only attracted the attention of a large number of professionals and grassroots Internet users, but also won the attention of corporate brands to the micro-film advertising market, more and more enterprises have launched their own micro-film advertising brand products. With the rapid development of the social market economy, the competition among enterprises is inclined to the competition in the brand sense, from the initial commodity competition, the product quality competition to the service competition, the product word-of-mouth competition. The core of brand competition is the advantage analysis of brand value. In the advertising age, advertising is the most important and effective means of communication. Enterprises use advertising to promote their own brand products, so as to achieve brand image shaping and brand value dissemination. In the combination with advertising, the advantages of micro-film advertising gradually appear. From the appearance to the rapid development of micro-film advertising, it brings a new development model to advertising enterprises and a new advertising experience to the audience. Although there are many successful cases of brand image shaping in the common traditional advertising and online advertising, it also strengthens the brand communication of enterprises. However, the author believes that the characteristics of micro-film advertising can stimulate the advertising value, be conducive to the effective communication of advertising information, expand the influence of product and brand communication, and make the corporate brand image penetrate into the heart of the audience. In order to achieve consumer brand satisfaction and emotional identity. This paper divides the article into five parts, elaborates the communication mode of micro-film advertisement, and the communication value to the brand, and makes a detailed analysis on the problems and countermeasures of the micro-film advertisement communication brand. The first chapter is the introduction, which mainly introduces the research background, research status, research significance and research methods. The second chapter introduces what is micro-film advertising, analyzes the process of micro-film advertising from scratch to rapid development, and expounds the concept and characteristics of micro-film advertising. The third chapter is the dissemination of micro-film advertising, from the point of view of characteristics to show the transmission of micro-film advertising, show that micro-film advertising has an impact on brand communication, micro-film advertising is for brand communication services. The fourth chapter expounds the communication value of micro-film advertising, from the micro-film advertising to promote the brand value as the purpose, micro-film advertising to promote the brand value of the four dimensions of two aspects of the argument. The fifth chapter analyzes the problems in the spread of micro-film advertisement, and puts forward the corresponding solutions.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：G206;J905;F713.8

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本文編號：2308109