發(fā)布時間：2018-04-22 11:04

  本文選題：微電影廣告 + 大學生群體　； 參考：《江西師范大學》2014年碩士論文

【摘要】：科學技術的創(chuàng)新與媒介格局的變革推動著廣告轉(zhuǎn)型的浪潮。在新媒體時代，信息碎片化、受眾本位、現(xiàn)代廣告的社會化、移動化、內(nèi)容化、娛樂化以及限娛令和限廣令的政策東風共同催化了微電影廣告這一新型廣告形式的產(chǎn)生。微電影廣告依托互聯(lián)網(wǎng)平臺憑借定位精準、受眾自主選擇、互動性強、話題性、軟性溝通等優(yōu)勢成為了當前廣告界的新寵，受到廣告主和受眾的追捧與喜愛。尤其是熱愛新鮮事物、具有較高審美水平的大學生群體對于微電影廣告這一精妙的藝術形式更是表現(xiàn)出極高的熱情。因此本文選取大學生群體作為目標對象，通過問卷調(diào)查探析微電影廣告對大學生群體在暴露、認知、情感、意動方面的效果及影響傳播效果的重要因素具有重要的現(xiàn)實價值和意義。 本文主要以傳播學和廣告學的理論為支撐，綜合運用定性與定量的研究方法，一方面對于微電影廣告的概念、興起原因、傳播特性與優(yōu)勢進行定性的分析，另一方面通過問卷調(diào)查獲取大學生群體對微電影廣告接觸、認知、情感和意動趨向和對時長、訴求風格、植入方式等方面偏好的數(shù)據(jù)信息，進而論證假設得出結(jié)論：接觸度方面，大學生群體對微電影廣告的知曉率較高，但觀看過的數(shù)量較少平均五部左右，主要通過知名的視頻網(wǎng)站和社交媒體獲取微電影廣告的信息；認知效果方面，對微電影廣告的概念認知模糊，但普遍認同微電影廣告在內(nèi)容趣味化、互動參與性強、廣告信息隱蔽黏性大等方面的優(yōu)勢，對于它的營銷價值也給予肯定；情感趨向方面，微電影廣告的故事性及制作水平是影響大學生群體主觀評價最主要的兩個因素，且大學生群體更偏愛時長在6—11分鐘之間，青春勵志傳遞正能量的題材，，感性、充滿人情的訴求風格，植入適度隱性的微電影廣告；意動方面，當前微電影廣告更多起到加深品牌印象的作用并不能直接促成購買行為的產(chǎn)生。 最后針對調(diào)查結(jié)論，結(jié)合優(yōu)秀的微電影廣告案例，本文提出了四點建議精準定位，提供個性化體驗；內(nèi)容為王，打造持續(xù)傳播力；軟性溝通，植入適度；整合媒介資源，傳播立體化。
[Abstract]:The innovation of science and technology and the change of media pattern promote the tide of advertising transformation. In the new media age, the policies of information fragmentation, audience orientation, modern advertising socialization, mobility, contentalization, entertainment, and restriction of entertainment and restriction jointly catalyze the emergence of micro-film advertising as a new form of advertising. Relying on the Internet platform, micro-film advertising has become the new favorite of the current advertising field with the advantages of precise positioning, independent choice of audience, strong interaction, topic, soft communication and so on, which has been sought after and loved by advertisers and audiences. Especially, the group of college students who love new things and have higher aesthetic level show great enthusiasm for the subtle art form of micro-film advertisement. Therefore, this article selects the college students as the target object, through the questionnaire investigation to explore the microfilm advertisement to the university student community in the exposure, the cognition, the emotion, The effect of intention and movement and the important factors influencing the effect of communication have important practical value and significance. Based on the theories of communication and advertising, this paper synthetically applies qualitative and quantitative research methods, on the one hand, qualitatively analyzes the concept, the reason of rise, the characteristics and advantages of micro-film advertising. On the other hand, a questionnaire survey was conducted to obtain the data information of college students' preference for microfilm advertising, such as contact, cognition, emotion and motivation, and preference for length of time, style of appeal, way of placement, etc. Furthermore, the conclusion is drawn from the hypothesis that, in terms of contact degree, college students have a higher awareness of micro-film advertisements, but the average number of people who have watched them is about five. Mainly through well-known video websites and social media to obtain micro-film advertising information; Cognitive effect, the concept of micro-film advertising is vague, but it is generally agreed that micro-film advertising in the content of interesting, interactive strong participation, The advantages of advertising information, such as large hidden stickiness, also affirm its marketing value. In terms of emotional tendency, the story and production level of micro-film advertising are the two most important factors that affect the subjective evaluation of college students. And the college students prefer the time between 6-11 minutes, youth inspirational transfer of positive energy of the subject matter, emotional, full of human appeal style, the implantation of moderately recessive micro-film advertising; At present, micro-film advertising plays a more important role in deepening brand impression, which can not directly contribute to purchase behavior. Finally, according to the conclusion of the investigation, combined with the excellent case of micro-film advertising, this paper puts forward four suggestions for precise positioning, to provide personalized experience; content for king, to create sustainable communication; soft communication, moderate implantation; integration of media resources, Communication is three-dimensional.
【學位授予單位】：江西師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：G206;F713.8

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本文編號：1786911