本文選題：事件廣告　切入點：廣告表現(xiàn)　出處：《西南交通大學》2012年碩士論文

【摘要】：事件廣告作為一種有效的廣告?zhèn)鞑ナ侄?在近些年來逐漸受到國內(nèi)外企業(yè)的青睞,也備受業(yè)界和學界關注。研究企業(yè)事件廣告能充實事件廣告相關理論并對提高企業(yè)廣告策略的創(chuàng)新有著十分重要的現(xiàn)實意義。 本文圍繞2008年至2010年三年來國內(nèi)發(fā)生的暴風雪災害、5·12汶川大地震、三聚氰胺事件、北京奧運會、第十六屆亞運會、新中國成立60周年及2010上海世博會這七個重大事件,以營銷平臺梅花網(wǎng)廣告監(jiān)測下的企業(yè)電視事件廣告為研究對象,系統(tǒng)的分析借鑒了市場營銷學、廣告學等相關理論研究,將收集到的樣本按事件性質(zhì)歸為兩類：可預見性事件廣告和突發(fā)性事件廣告。考慮到不同類型的事件其廣告表現(xiàn)的差異性,又進一步將樣本細分為體育賽事類事件廣告、大型展覽慶典類事件廣告、自然災害類事件廣告和企業(yè)產(chǎn)品危機類事件廣告四種類型。 通過對電視廣告的普遍考察指標及事件廣告自身的特點進行詳細編碼,本文對企業(yè)電視事件廣告的廣告表現(xiàn)、訴求特點等方面進行了微觀量化研究,客觀地分析了企業(yè)電視事件廣告作品在廣告表現(xiàn)、訴求特點及廣告文案等方面呈現(xiàn)的規(guī)律,并發(fā)現(xiàn)企業(yè)在不同性質(zhì)的重大事件下,其事件廣告在表現(xiàn)、訴求方面存在的差異性。通過研究發(fā)現(xiàn),可預見性事件廣告的畫面表現(xiàn)形式較為多樣,主要有“情景式”、“名人推薦式”、“動畫與特殊效果式”、“廣告歌曲式”等類型；在廣告訴求方面以情感化訴求為主導,主要訴求點為“企業(yè)產(chǎn)品／品牌形象”、“產(chǎn)品功效利益”、“優(yōu)惠促銷活動”和“高品質(zhì)服務”等；而在突發(fā)性事件廣告中,廣告畫面表現(xiàn)形式較為單一,主要以“文字／圖片表現(xiàn)式”、“情景式”、“展示式”為主；在廣告訴求方面,自然災害類事件廣告以感性訴求為主,企業(yè)產(chǎn)品危機類事件廣告以理性訴求為主,廣告訴求點均為樹立企業(yè)產(chǎn)品或品牌形象。 此外本文還依據(jù)具體的企業(yè)電視事件廣告案例詳細闡述了廣告訴求重點與事件的切入點。通過研究發(fā)現(xiàn),不同性質(zhì)的事件下其廣告切入點各有側重,“情感結合關系”是企業(yè)電視事件廣告普遍運用的切入點。
[Abstract]:As an effective means of advertising communication, event advertising has gradually been favored by domestic and foreign enterprises in recent years. Research on event advertising can enrich the theory of event advertising and improve the innovation of advertising strategy. This paper focuses on the seven major events of the snowstorm disaster of 512 Wenchuan earthquake, melamine incident, Beijing Olympic Games, the 16th Asian Games, the 60th Anniversary of the founding of New China and the 2010 Shanghai World Expo, which occurred in China during the past three years from 2008 to 2010. Taking the advertising of enterprise TV events monitored by the marketing platform Meihua net as the research object, the systematic analysis draws lessons from the relevant theories of marketing, advertising and so on. The collected samples are classified into two categories according to the nature of the event: the predictable event advertisement and the unexpected event advertisement. Considering the differences in the advertising performance of different types of events, the samples are further subdivided into sports event advertisements. There are four types of advertising for large-scale exhibition celebration events, natural disasters and corporate product crises. Through the detailed coding of the general inspection index of TV advertisement and the characteristics of event advertisement itself, this paper makes a micro quantitative study on the advertising performance and appeal characteristics of enterprise TV event advertisement. This paper objectively analyzes the rules of advertising performance, appeal characteristics and advertising copy of enterprise television event advertising works, and finds out that under different important events of different nature, the enterprise event advertising is manifested. Through the research, it is found that there are various forms of picture expression of predictable event advertising, including "scene", "celebrity recommendation", "animation and special effects", "advertising song" and so on. In advertising appeal, emotional appeal is the main demand. The main demands are "enterprise product / brand image", "product efficacy benefit", "preferential promotion" and "high quality service", and so on, while in the ad for unexpected events, the main demands are "enterprise product / brand image", "product efficacy benefit", "preferential promotion activity" and "high quality service" etc. The form of advertising picture is relatively single, mainly "text / picture representation", "scene", "display"; in advertising appeal, natural disaster events are mainly emotional appeal, the main form of advertising is "text / picture representation", "scene" and "display". The advertising of enterprise product crisis type event is mainly rational appeal, the point of advertising appeal is to set up enterprise product or brand image. In addition, according to the specific enterprise television event advertising case, this paper elaborates the focus of advertising appeal and the entry point of the event in detail. Under the different nature of events, its advertising breakthrough point has its own emphasis. "emotion combination relationship" is the entry point that the enterprise TV event advertisement is widely used.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F713.8

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本文編號：1665176