本文關鍵詞： 電影預告片 傳播者 傳播渠道 受眾 營銷效果　出處：《云南大學》2012年碩士論文　論文類型：學位論文

【摘要】：隨著電影市場的繁榮和發(fā)展,預告片也越來越受到廣泛的關注。盡管預告片擁有震撼的視聽特效,但究其本質,它卻是電影的廣告,這一特性我們必須在傳播營銷的維度進行考察,分析它對當前受眾的影響,以及它對營銷效果的貢獻。本文從電影預告片的營銷傳播過程入手,借鑒傳播學的“5W”理論,以及消費者行為和廣告效果相關理論,來探討電影預告片的營銷傳播效果。 本文共分為七個部分。引言主要梳理了國內外對廣告營銷傳播效果的研究現(xiàn)狀和相關成果,進而發(fā)現(xiàn)了本文要研究的對象——電影預告片的營銷傳播效果,在理論研究方面有很大的空間。第一章從預告片的理論著手,梳理了預告片的語言系統(tǒng)、預告片的本質、以及各種預告片的分類比較,從宏觀角度對于電影預告片有了一個比較立體的認識。第二章從傳播者的角度分析電影預告片,理解傳播者從預告片的信息特性出發(fā)所制定的營銷傳播策略。第三章是對電影預告片的傳播渠道所進行的研究剖析,媒介即信息即營銷。第四章和第五章,是本文的重點部分,分別闡述了受眾對于電影預告片的接受程度——主觀接受意愿以及客觀實際購買,在這兩個層面來論證受眾對于電影預告片是否接受以及程度如何。第五章主要是論證電影預告片的營銷傳播效果,通過筆者的問卷調查、個人訪談以及在豆瓣網(wǎng)上跟帖,以此來說明電影預告片的營銷傳播效果。在結論部分,筆者分析了當前的媒介環(huán)境,提出了電影預告片今后在營銷傳播方面所應努力的方向。 通過以上的闡述和分析,本文認為電影預告片的營銷效果是微弱的,這是由于受眾媒介素養(yǎng)的提高,輿論領袖的輿論指導,以及網(wǎng)絡環(huán)境的自由寬松等,電影預告片的這種廣告說服是有限的、艱難的。作為大眾娛樂生活的重要內容,電影以及它的預告片應更好地服務于受眾,做到預告片與電影質量本身的一致性,通過傳播渠道的拓展、整合營銷傳播的有效配合,完美地實現(xiàn)電影預告片本身被所賦予的營銷傳播效果。
[Abstract]:With the prosperity and development of the film market, trailers have attracted more and more attention. Although trailers have shocking audio-visual effects, they are, in essence, advertisements for films. We must investigate this characteristic in the dimension of communication marketing, analyze its influence on the current audience and its contribution to the marketing effect. This paper starts with the marketing communication process of film trailers, and draws lessons from the "5W" theory of communication. As well as consumer behavior and advertising effect theory, to explore the film trailers marketing communication effect. This article is divided into seven parts. The introduction mainly combs the domestic and foreign research status and related achievements of advertising marketing communication effect, and then finds out the target of this paper-the film trailers marketing communication effect. There is a lot of room for theoretical research. The first chapter begins with the theory of trailers, combing the language system of trailers, the essence of trailers, and the classification and comparison of trailers. From a macro point of view, there is a relatively three-dimensional understanding of the film trailer. Chapter two analyzes the film trailer from the perspective of the communicator. The third chapter is the research and analysis of the communication channels of the film trailers. The media, that is, information is marketing. 4th and 5th chapters, are the key parts of this paper. This paper expounds the audience's acceptance of the trailers-the subjective willingness to accept and the objective actual purchase. In this two levels to demonstrate whether the audience to film trailers and the degree of acceptance. 5th chapter is mainly to demonstrate the film trailers marketing communication effect, through the author's questionnaire, personal interviews and posted on the Douban Internet, In the conclusion part, the author analyzes the current media environment and puts forward the direction of the film trailers' marketing communication in the future. Through the above elaboration and analysis, this paper thinks that the marketing effect of the film trailer is weak, which is due to the improvement of the media literacy of the audience, the public opinion guidance of the public opinion leaders, and the freedom of the network environment, etc. As an important part of popular entertainment life, movies and their trailers should better serve the audience and achieve consistency between the trailers and the quality of the films themselves. Through the expansion of communication channels and the effective cooperation of marketing communication, the film trailer itself is endowed with the marketing communication effect.
【學位授予單位】：云南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：J943

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本文編號：1503097