本文選題：華語(yǔ)電影預(yù)告片　切入點(diǎn)：受眾　出處：《西北大學(xué)》2014年碩士論文

【摘要】：電影預(yù)告片誕生于1912年,已經(jīng)有了百年歷史,百年沉浮中,預(yù)告片同樣經(jīng)歷了制作水平與制作理念的巨大轉(zhuǎn)變。隨著電影發(fā)展的日益繁榮,預(yù)告片的職能也在悄然發(fā)生著變化。伴隨著華語(yǔ)電影的日益繁榮,對(duì)于預(yù)告片的關(guān)注也從單純片段性集合的宣傳到藝術(shù)與商業(yè)雙重屬性的營(yíng)銷利器,把受眾的視野和審美要求提高到了一個(gè)新的高度。由于直接面對(duì)觀眾,預(yù)告片已經(jīng)成為電影上映前能否吸引眼球的重要指標(biāo),因此恰當(dāng)?shù)陌盐帐鼙姷膶徝婪较蚝徒邮苄睦聿拍軠?zhǔn)確的定位市場(chǎng),最大贏面的爭(zhēng)取到目標(biāo)受眾。 本文立足華語(yǔ)電影產(chǎn)業(yè)環(huán)境,研究預(yù)告片從受眾的審美接受角度出發(fā),制定出相應(yīng)的營(yíng)銷策略使其為電影加分,讓預(yù)告片在拉動(dòng)票房的同時(shí)也能起到提高電影品質(zhì)的作用。文章的前半部分論述華語(yǔ)電影預(yù)告片的基本內(nèi)容和現(xiàn)狀,運(yùn)用接受美學(xué)的原理分析預(yù)告片的主要消費(fèi)群體——普通電影受眾的審美心理和接受方式,探討什么樣的預(yù)告片能滿足電影消費(fèi)的需求,達(dá)到良好的互動(dòng)效果。在新媒體時(shí)代的語(yǔ)境下,多媒體平臺(tái)、手指經(jīng)濟(jì)的普及化,華語(yǔ)電影預(yù)告片多角度多向度的從受眾個(gè)體出發(fā),把公共領(lǐng)域的影像手法私人化處理,從被動(dòng)式的信息接受真正進(jìn)入到具有受眾主位意識(shí)的觀影時(shí)代,使作為影片上映前觀眾了解電影的敲門磚能夠突破傳統(tǒng),在受眾視野里充滿了對(duì)電影正片的期待。 總之,本文將大量列舉預(yù)告片實(shí)例進(jìn)行分析和說(shuō)明,開(kāi)發(fā)華語(yǔ)電影預(yù)告片的更多可能性。無(wú)論是從電影藝術(shù)價(jià)值上還是電影營(yíng)銷策略上來(lái)看,有正確的審美導(dǎo)向、制作質(zhì)量上乘、形式內(nèi)容創(chuàng)新并迎合中國(guó)觀眾審美接受的預(yù)告片,針對(duì)不同的受眾群體,利用網(wǎng)絡(luò)和新媒體平臺(tái)的及時(shí)性、互動(dòng)性制定適當(dāng)?shù)膫鞑ゲ呗?從而影響受眾的購(gòu)買行為,是華語(yǔ)電影未來(lái)的發(fā)展趨勢(shì),也將會(huì)是華語(yǔ)電影走向國(guó)際的有力支撐。
[Abstract]:The film trailers were born in 1912 and have a history of one hundred years. During the hundred years of ups and downs, the trailers have also undergone tremendous changes in the production level and production philosophy. With the development of the film, the development of the film has become more and more prosperous. The functions of trailers are quietly changing. With the increasing prosperity of Chinese films, the focus on trailers ranges from the promotion of simple piecewise collections to the marketing weapon of the dual attributes of art and commerce. The audience's vision and aesthetic requirements have been raised to a new level. As a result of facing the audience directly, the trailer has become an important indicator of whether the film can attract attention before it is released. Therefore, we should grasp the aesthetic direction of the audience and accept psychology to accurately position the market and win over the target audience. Based on the Chinese film industry environment, this paper studies the trailers from the perspective of the audience's aesthetic acceptance, and formulates the corresponding marketing strategies so that they can add value to the film. The first half of the article discusses the basic content and current situation of Chinese film trailers. Based on the principle of reception aesthetics, this paper analyzes the aesthetic psychology and reception mode of the main consumer group of trailers, ordinary film audiences, and discusses what kind of trailers can meet the needs of film consumption. In the context of the new media era, the multimedia platform, the popularization of the finger economy, the multi-angle and multi-directional Chinese film trailers, starting from the individual audience, dealing with the image techniques of the public domain privately. From passive acceptance of information to the era of viewing film with the consciousness of audience theme, the audience can break through the tradition of understanding the film before its release and be full of the expectation of the film positive film in the audience's field of vision. In short, this paper will cite a large number of examples of trailers to analyze and explain the possibility of developing Chinese film trailers. Whether in terms of the artistic value of films or film marketing strategies, there is a correct aesthetic orientation. Making trailers of superior quality, innovative form and catering to the aesthetic acceptance of Chinese audience, aiming at different audience groups, making use of the timeliness of network and new media platform, making appropriate communication strategy interactively, Therefore, influencing the purchasing behavior of the audience is the future development trend of the Chinese language film, and will also be the strong support of the Chinese language film to the international.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J943

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