本文選題：手機(jī)媒體 + 視頻廣告�。� 參考：《江南大學(xué)》2017年碩士論文

【摘要】：媒介大師麥克盧漢在他的媒介理論中表示,當(dāng)一種新媒介出現(xiàn)時(shí),人類為了從事與之相適應(yīng)的社會(huì)傳播活動(dòng),就會(huì)改變以往的思考和行事方式,讓信息傳播變得合理有效。隨著通訊技術(shù)和科技制造業(yè)的不斷發(fā)展,如今手機(jī)已成為新時(shí)代的主要傳播工具之一,其具備了便攜性、交互性、傳播高效性等特點(diǎn)。正如麥克盧漢的媒介理論所言,人們?yōu)榱诉m應(yīng)手機(jī)的傳播方式,開始深層次認(rèn)識(shí)手機(jī)媒體以及其受眾的特性,對(duì)視頻廣告做出相應(yīng)的適應(yīng)性調(diào)整,以順應(yīng)手機(jī)媒體與受眾的特征,從而獲得更加良好的觀看體驗(yàn),并減輕受眾對(duì)廣告的排斥心理,從一定程度上增加廣告的接受率。智能手機(jī)擁有龐大的用戶群體、可以明確的受眾群、傳播效果可評(píng)估等優(yōu)點(diǎn),讓越來(lái)越多的人開始關(guān)注智能手機(jī)巨大的傳播潛力。在數(shù)字媒體時(shí)代背景下,影視廣告也從電視、電腦屏幕逐步向手機(jī)媒體擴(kuò)張,手機(jī)上的視頻廣告也逐日變多,但質(zhì)量卻良莠不齊。其中有些樹立了良好的品牌形象,從而促進(jìn)了產(chǎn)品的銷售業(yè)績(jī),提升了用戶口碑;有些卻差強(qiáng)人意,甚至被人們厭惡。在手機(jī)媒體特定的傳播語(yǔ)境中傳播視頻廣告,要求創(chuàng)作人員立足手機(jī)本身的媒介特征,對(duì)視頻廣告的形式、內(nèi)容、傳播策劃等方面作出適應(yīng)性調(diào)整,使視頻廣告順應(yīng)手機(jī)媒介的傳播方式,讓作品更加符合手機(jī)受眾的口味,營(yíng)銷才能更加有效。本文以手機(jī)媒介為研究對(duì)象,分析了媒介和受眾特點(diǎn)。通過(guò)分析成功的視頻廣告的案例特征,與當(dāng)下受眾對(duì)視頻廣告的觀看體驗(yàn),探討手機(jī)上視頻廣告在觀看體驗(yàn)上的不足。進(jìn)而從形式呈現(xiàn)、內(nèi)容組織、傳播策劃和創(chuàng)作語(yǔ)境四個(gè)維度,梳理歸納出針對(duì)手機(jī)視頻廣告的創(chuàng)作優(yōu)化方法,以降低手機(jī)視頻廣告的干擾性,讓其觀看體驗(yàn)更加愉悅,更適合在手機(jī)媒體上播放,并給予相關(guān)設(shè)計(jì)人員提供較為合理的創(chuàng)作建議。
[Abstract]:In his media theory, the media master McLuhan said that when a new medium appears, human beings will change the way they thought and act in order to engage in the corresponding social communication activities, and make the dissemination of information reasonable and effective. With the continuous development of communication technology and science and technology manufacturing industry, mobile phone has become one of the main communication tools in the new era, which has the characteristics of portability, interactivity, communication efficiency and so on. As McLuhan's media theory says, in order to adapt to the way mobile phones spread, people begin to deeply understand the characteristics of mobile media and their audiences, and make corresponding adaptive adjustments to video advertising. In order to adapt to the characteristics of mobile media and audience, so as to obtain a better viewing experience, and reduce the audience's rejection of advertising, to a certain extent, increase the acceptance rate of advertising. Smart phone has many advantages, such as large user group, clear audience and evaluable communication effect, which makes more and more people begin to pay attention to the huge communication potential of smart phone. In the background of the digital media era, video advertising is gradually expanding from television and computer screens to mobile media, and the video advertising on mobile phones is becoming more and more, but the quality is mixed. Some of them have established a good brand image, thus promoting the sales performance of products and improving the reputation of users; others are unsatisfactory, even hated by people. To spread video advertisements in the specific communication context of mobile media, the creators are required to base themselves on the media characteristics of the mobile phones and to make adaptive adjustments to the form, content and communication planning of the video advertisements. Make the video advertisement conform to the communication mode of the mobile media, make the work more in line with the taste of the mobile phone audience, the marketing ability is more effective. This article regards mobile phone media as the research object, analyzed the media and the audience characteristic. By analyzing the case characteristics of the successful video advertisement and the viewing experience of the current audience, this paper discusses the deficiency of the video advertisement on the mobile phone. Then from the formal presentation, content organization, communication planning and creation context four dimensions, combing out the mobile phone video advertising for the creation of optimization methods, in order to reduce the interference of mobile phone video advertising, so that its viewing experience more pleasant, More suitable for mobile media broadcast, and to the relevant designers to provide more reasonable creative advice.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;F713.8

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