【摘要】：近年來媒介環(huán)境越發(fā)變得多元化,新媒體使得受眾在媒介使用習(xí)慣和心理上發(fā)生了巨大變化,受眾角色隨之發(fā)生變化,傳統(tǒng)廣告的傳播方式已經(jīng)不能滿足廣告界的傳播需求。隨著網(wǎng)絡(luò)視頻的興起,網(wǎng)絡(luò)視頻廣告的出現(xiàn)使得廣告的傳播方式有了新的突破,網(wǎng)絡(luò)廣告定制劇也應(yīng)運(yùn)而生,出現(xiàn)了大量制作精良、深受廣大受眾歡迎的又獲得了良好經(jīng)濟(jì)效益的優(yōu)秀作品。優(yōu)秀的網(wǎng)絡(luò)廣告定制劇往往制作精良、觀賞性強(qiáng),強(qiáng)調(diào)影視作品本身的藝術(shù)性,能夠被受眾主動接受和二次傳播,產(chǎn)生出“病毒式”傳播效果,能深層次的表達(dá)出品牌內(nèi)涵和企業(yè)文化。網(wǎng)絡(luò)廣告定制劇自身其實(shí)是傳統(tǒng)媒體和新興媒體有機(jī)結(jié)合,具有能很好的開展與受眾的互動、契合碎片化娛樂時(shí)間、播放選擇更為靈活等特點(diǎn),更適應(yīng)未來媒介融合的多屏一體化發(fā)展模式。同時(shí)隨著網(wǎng)絡(luò)技術(shù)的不斷成熟,網(wǎng)絡(luò)硬件條件水平的不斷提高,用戶群體數(shù)量的不斷攀升,使得網(wǎng)絡(luò)廣告定制劇有了廣闊的發(fā)展前景。網(wǎng)絡(luò)廣告定制劇作為網(wǎng)絡(luò)視頻廣告的主要形式之一,目前尚處于發(fā)展的初級階段,但近年的迅猛發(fā)展已展現(xiàn)出成為廣告界主流模式的趨勢,逐步實(shí)現(xiàn)了融媒跨界整合營銷,受到廣告主的親睞的同時(shí)也廣受受眾好評。網(wǎng)絡(luò)廣告定制劇的發(fā)展是新媒介環(huán)境下廣告行業(yè)發(fā)展的大勢所趨,相信在各方的努力之下能夠形成良性、有序的產(chǎn)業(yè)鏈,在多屏文化娛樂的環(huán)境下靠內(nèi)容取勝,獲得業(yè)界和受眾群體的認(rèn)同,并取得良好的經(jīng)濟(jì)效益和社會影響力。本文深入對以影視劇形式進(jìn)行傳播的網(wǎng)絡(luò)廣告定制劇進(jìn)行研究,梳理其發(fā)展歷程,總結(jié)出其特點(diǎn)和傳播優(yōu)勢,同時(shí)結(jié)合傳播學(xué)、廣告學(xué)、心理學(xué)、市場營銷等相關(guān)理論對優(yōu)秀案例展開論述,以期在過去已取得的成績中洞察中國網(wǎng)絡(luò)廣告定制劇的未來,分析出如何使其獲得更好的傳播效果。并在其發(fā)展歷程和現(xiàn)狀的研究中發(fā)現(xiàn)現(xiàn)存的不足之處,并提出相應(yīng)的對應(yīng)策略,探討出網(wǎng)絡(luò)廣告定制劇如何能在激烈的競爭中得到長足的發(fā)展,實(shí)現(xiàn)經(jīng)濟(jì)效益和社會效益的平衡。
[Abstract]:In recent years, the media environment has become more and more diversified, the new media makes the audience in the media use habits and psychological changes, the role of the audience has changed, the traditional way of advertising has been unable to meet the communication needs of the advertising community. With the rise of network video, the emergence of network video advertising has made a new breakthrough in the dissemination of advertising, network advertising custom drama has emerged, a large number of well-produced, Popular by the broad audience and obtained good economic benefits of excellent works. Excellent network advertisement custom dramas are often well produced and highly appreciative. They emphasize the artistry of the film and television works themselves and can be actively accepted and secondary transmitted by the audience, thus producing a "viral" communication effect. Can express the brand connotation and corporate culture at a deep level. The network advertisement custom drama itself is actually the traditional media and the emerging media organically unifies, has the very good development with the audience's interaction, suits the fragmentation entertainment time, plays the choice to be more flexible and so on characteristic. More suitable for the future media integration of multi-screen integration development model. At the same time, with the continuous maturity of network technology, the continuous improvement of network hardware conditions, the increasing number of user groups, the network advertising custom drama has a broad development prospects. As one of the main forms of online video advertising, online ad customization plays are still in the primary stage of development, but the rapid development in recent years has shown the trend of becoming the mainstream mode of advertising, and gradually realized the cross-border integrated marketing of the media. By advertisers pro-gaze, but also by the audience. The development of the network advertisement custom drama is the general trend of the advertising industry development under the new media environment. I believe that with the efforts of all parties, we can form a benign and orderly industrial chain and win by the content under the environment of multi-screen cultural entertainment. Get the recognition of the industry and audience groups, and obtain good economic benefits and social influence. In this paper, the author makes a deep research on the network advertisement custom drama spread in the form of film and television drama, combs its development course, summarizes its characteristic and the dissemination superiority, at the same time unifies the communication science, the advertisement science, the psychology, The theories of marketing and other related theories discuss the outstanding cases in order to gain insight into the future of China's online advertising custom drama in the past and analyze how to make it get better communication effect. And in the course of its development and the current situation of the study found the existing deficiencies, and put forward the corresponding strategies to explore how the network advertising custom drama can get considerable development in the fierce competition. The balance between economic and social benefits is achieved.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206

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本文編號：2179046