本文選題：兒童選秀節(jié)目 + 《中國新聲代》�。� 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：自2005年《超級女聲》以來,成人類選秀節(jié)目開展得如火如茶,選秀市場基本飽和,給人們帶來了審美疲勞。各大衛(wèi)視紛紛將注意力投向在兒童選秀節(jié)目,相對于成人選秀節(jié)目,兒童選秀節(jié)目的領(lǐng)域無疑是一片藍海。金鷹卡通作為一個中國第一個獲準(zhǔn)通過衛(wèi)星傳送的卡通頻道,憑借豐富的大型節(jié)目制作經(jīng)驗推出了《中國新聲代》大型兒童歌唱類節(jié)目,孩子們用童聲唱響不一樣的流行經(jīng)典。節(jié)目一經(jīng)推出便受到社會各界的關(guān)注,收視率、好評率迅速超越以往選秀節(jié)目�！吨袊侣暣芬欢瘸蔀橹袊賰哼x秀節(jié)目的典范及行業(yè)解讀的對象。首先,《中國新聲代》的內(nèi)容設(shè)置特色突出。該節(jié)目的成功在于節(jié)目向兒童傳遞了音樂正能量。即改變“灌輸教導(dǎo)式”教育面孔,以兒童為本位,深入兒童成長環(huán)境,與兒童零距離溝通,獨創(chuàng)了家訪式教學(xué)法。節(jié)目鼓勵原創(chuàng),開發(fā)兒童創(chuàng)作潛能,弘揚真善美。其次,《中國新聲代》具有獨創(chuàng)性的表現(xiàn)形式。該節(jié)目的賽制在借鑒中不斷完善,并有高科技為節(jié)目保駕護航。在后期制作中,節(jié)目將不同視聽要素組合,加強了感情沖擊力,提升了綜藝效果。再次,《中國新聲代》發(fā)揮了多重效應(yīng)的營銷與傳播策略,準(zhǔn)確把握了受眾差異性對節(jié)目的影響,指出了《中國新聲代》重視選擇性與多元性的廣告營銷方式,在361°童裝與《中國新聲代》合作案例的多角度分析中可以充分看出與廣告主的成功合作。節(jié)目利用傳統(tǒng)媒體進行持續(xù)有效的傳播,利用新媒體進行立體多樣化傳播,利用事件營銷傳播達到廣告效果,利用品牌延伸宣傳保持了節(jié)目品牌關(guān)注度。此外,《中國新聲代》的成功為其他少兒節(jié)目提供了一些有意的啟示：必須重視優(yōu)質(zhì)內(nèi)容的生產(chǎn),不斷地推陳出新才能保持生命力；充分運用傳統(tǒng)媒體與新媒體傳播手段,才能最大范圍覆蓋目標(biāo)受眾；只有具備足夠的市場意識和競爭意識才不會被市場淘汰。
[Abstract]:Since 2005, the adult draft program has been carried out as hot as tea, and the market is basically saturated, which has brought people aesthetic fatigue. Major TV stations have turned their attention to children's draft shows, which are no doubt a blue sea compared to adult talent shows. Golden Eagle Cartoon, the first cartoon channel in China to be allowed to be transmitted via satellite, has launched the "China New Voice Generation" large-scale children's singing programs with rich experience in the production of large programs. Children sing different pop classics with children's vocals. As soon as the program is launched, it has attracted attention from all walks of life. The ratings and acclaim rates of the program are rapidly surpassing those of the previous draft programs. "China's New Voice Generation" has once become the model of Chinese children's talent shows and the object of industry interpretation. First of all, the content of the Chinese New Sound Generation features prominent. The success of the program is that it conveys positive music to children. That is, changing the educational face of "inculcating and teaching", taking children as the standard, penetrating into the children's growing environment, communicating with children from zero distance, creating the home-visit teaching method. Programs encourage originality, develop children's creative potential, and promote truth, goodness and beauty. Secondly, the Chinese New Sound Generation has its original form of expression. The competition system of the program in the reference to continue to improve, and high-tech escort for the program. In post-production, the program combines different audiovisual elements to enhance the emotional impact and improve the variety effect. Thirdly, the "Chinese New Sound Generation" has played a multi-effect marketing and communication strategy, accurately grasped the influence of audience differences on the program, and pointed out that "China New Sound Generation" attaches importance to the selective and pluralistic advertising marketing methods. The successful cooperation with advertisers can be fully seen from the analysis of 361 擄children's wear and Xinsheng Dai in China. The program uses traditional media for continuous and effective communication, uses new media for three-dimensional diversification, uses event marketing to achieve advertising effect, and uses brand extension propaganda to maintain the attention of the program brand. In addition, the success of the "New Sound Generation in China" has provided some meaningful enlightenment for other children's programs: we must attach importance to the production of high-quality content, constantly introduce the old and new in order to maintain vitality; and make full use of traditional media and new media means of communication. Only if we have enough market awareness and competition consciousness can we not be eliminated by the market.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G222

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