本文選題：分眾傳播 + 環(huán)境廣告�。� 參考：《清華大學》2005年碩士論文

【摘要】： 隨著消費者生活模式的改變,市場的逐漸成熟,傳統(tǒng)營銷依賴的傳統(tǒng)媒體越來越多地表現(xiàn)出它的不足和劣勢:電視頻道增多,紙制媒體版面增加,媒體時效的大大縮短,現(xiàn)代社會過多的信息壓力,已經(jīng)超過了人們注意力的負荷,引發(fā)了“注意力匱乏”的問題,傳統(tǒng)媒體為企業(yè)創(chuàng)造價值的能力也越來越小。當每個媒體的視聽觀眾越來越少時,就意味著每個消費者或潛在消費者所接觸的媒體越來越多。媒介組織必須根據(jù)社會不同特征群體選擇特定媒介,為其進行的信息生產(chǎn)和傳播活動,專家稱這種傳播模式為分眾傳播。 在分眾傳播時代,不僅僅要注重媒介整合。傳統(tǒng)廣告經(jīng)營模式對廣告媒介有這樣的評述,“廣告承載信息,媒介承載廣告”。當前,我們對媒介應該有嶄新的認識,媒介不僅是使廣告信息的載體,媒介本身就應當成為廣告信息不可分割的一部分。在選擇媒體進行廣告投放是不應僅僅注意媒體的覆蓋面,更應關(guān)注媒體與產(chǎn)品和品牌重度消費人群的接觸深度。本文對戶外媒介、室內(nèi)媒介的概念歸納為環(huán)境廣告媒介的概念。環(huán)境廣告明確分眾的特性、較高的到達率、良好的性價比、靈活的表現(xiàn)形式等優(yōu)勢逐漸被廣大廣告主和廣告代理公司所認同,并進入了飛速的增長期。如何合理的進行環(huán)境廣告媒介的開發(fā),如何更好的進行環(huán)境廣告的視覺傳達設計,有重要的現(xiàn)實意義。 本文分三個層次進行論述: 首先,從傳播學的角度,分析廣告視覺傳達和大眾傳播的緊密關(guān)系,進而論證從大眾傳播到分眾傳播的媒體“變革”的當前媒介前提下,廣告信息必須通過創(chuàng)造性的開發(fā)和利用環(huán)境媒介,才能成功的抓住目標受眾的注意力資源,達到成功傳達的效果。 然后,通過分析環(huán)境廣告的屬性和特點及環(huán)境媒介與其他大眾媒介的區(qū)別,指出環(huán)境廣告的優(yōu)勢和價值。 最終,文章從中國廣告視覺傳達的實際狀況出發(fā),選擇北京地區(qū)環(huán)境廣告為例,以點代面,通過國際間大量案例的橫向比較和深入細致的分析,結(jié)合廣告視覺傳達理論,描繪環(huán)境廣告關(guān)聯(lián)環(huán)狀模型,總結(jié)分眾傳播時代環(huán)境廣告媒介開發(fā)和視覺傳達設計的方法。
[Abstract]:With the change of consumer's life mode and the maturity of the market, the traditional media which rely on traditional marketing more and more show its shortcomings and disadvantages: the increase of TV channels, the increase of paper media layout, the shortening of media limitation. Too much information pressure in modern society has already exceeded the attention burden of people, which has caused the problem of "lack of attention", and the ability of traditional media to create value for enterprises is becoming smaller and smaller. When each medium has fewer audiovisual audience, it means that every consumer or potential consumer has more and more media contact. Media organizations must select specific media according to different characteristic groups of society and carry out information production and dissemination activities for them. Experts call this mode of communication focus communication. In the age of mass communication, we should not only pay attention to media integration. Traditional advertising management mode has such a comment on advertising media, "advertising carrying information, media carrying advertising." At present, we should have a new understanding of the media, media is not only the carrier of advertising information, the media itself should become an integral part of advertising information. In choosing media for advertising, we should not only pay attention to the coverage of the media, but also pay attention to the depth of contact between the media and the heavy consumers of products and brands. The concept of outdoor media and indoor media is summed up as the concept of environmental advertising media. The advantages of environmental advertising, such as clear focus, high arrival rate, good performance-price ratio and flexible expression form, are gradually recognized by advertisers and advertising agencies, and they have entered a period of rapid growth. How to develop environmental advertising media reasonably and how to better design the visual communication of environmental advertising has important practical significance. This paper is divided into three levels: First of all, from the perspective of communication, this paper analyzes the close relationship between advertising visual communication and mass communication, and then demonstrates the current media "transformation" from mass communication to mass communication. Only through the creative development and use of environmental media can advertising information grasp the attention resources of the target audience and achieve the effect of successful communication. Then, by analyzing the attributes and characteristics of environmental advertising and the differences between environmental media and other mass media, the advantages and value of environmental advertising are pointed out. Finally, starting from the actual situation of Chinese advertising visual communication, this paper chooses Beijing area environmental advertisement as an example, takes the point instead of the plane, through the horizontal comparison of a large number of international cases and thorough and meticulous analysis, combines the advertising visual communication theory. This paper describes the environmental advertising association ring model and summarizes the methods of environmental advertising media development and visual communication design in the era of focus communication.
【學位授予單位】：清華大學
【學位級別】：碩士
【學位授予年份】：2005
【分類號】：J524.3

【引證文獻】

中國碩士學位論文全文數(shù)據(jù)庫 前6條

1 王榮;基于環(huán)境因素的戶外廣告創(chuàng)新設計及其應用研究[D];陜西科技大學;2011年

2 胡娉娉;體驗時代下的環(huán)境媒體廣告設計研究[D];上海交通大學;2010年

3 李晶;新廣告媒體環(huán)境下廣告受眾行為研究[D];蘇州大學;2008年

4 萬義;分眾商務樓宇視頻廣告的“視覺”機制[D];華東師范大學;2008年

5 陸洋;數(shù)字媒體廣告對受眾的影響研究[D];哈爾濱師范大學;2012年

6 宋淑美;基于環(huán)境媒介的公益廣告媒介研究[D];山東大學;2012年

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本文編號：1894655