本文選題：Cinemagraph + 微動廣告�。� 參考：《廣西大學》2017年碩士論文

【摘要】：在這個讀圖時代和數(shù)字媒體時代,受眾面對的廣告信息越來越冗雜、其主動性也越來越高,而廣告的視覺性和動態(tài)性也越來越突出;正如我們看到圖片和視頻廣告更能引起注意并且更受歡迎一樣,兼具動態(tài)性、視覺優(yōu)勢和文化內(nèi)涵的廣告形式才是數(shù)字媒體時代視覺符號消費的主流。根據(jù)eMarketer數(shù)據(jù)顯示,2017年全球社交網(wǎng)絡上的廣告收入將達到360億美元,占整個數(shù)字廣告份額的16%,側(cè)重于精準營銷和效果量化的社交廣告正在成為網(wǎng)絡廣告市場不斷增長的動力。在眾多社交廣告類型當中,由紐約藝術家夫婦 Jamie Beck 和 Kevin Burg 于 2011 年創(chuàng)造的“Cinemagraph”以及誕生于2012年的Cinemagraph微動廣告正逐漸凸顯出它的獨特優(yōu)勢和爆發(fā)力,并在國外已經(jīng)取得了較為可觀的收益。本文以“Cinemagraph微動廣告”為研究對象,以動態(tài)視覺消費社會為理論背景,通過文獻研究、對比分析和問卷調(diào)查三種研究方法,來對Cinemagraph微動廣告的定義、特點、表現(xiàn)形式、興起背景和原因、發(fā)展現(xiàn)狀、應用平臺及受眾態(tài)度等內(nèi)容進行系統(tǒng)的分析,并通過引用國內(nèi)外成功的品牌運營案例和與相關新生移動社交廣告的對比分析,以及對廣告受眾的態(tài)度、廣告效果和意見建議進行的問卷調(diào)查,來佐證和得出這一廣告類型在中國的獨特發(fā)展之路,由此以小見大,來探索微動廣告和社交廣告的應用前景。本文從廣告主分析和受眾調(diào)查兩個層面進行綜合分析,最終從社交媒體層面和品牌建設層面給出建議和參考,希望對Cinemagraph微動廣告未來在中國的發(fā)展提供一些有益的參考和建議。
[Abstract]:In this era of reading pictures and digital media, the audience is facing more and more jumbled advertising information, its initiative is more and more high, and the visual and dynamic nature of advertising is more and more prominent; Just as we can see that pictures and video advertisements attract more attention and are more popular, both dynamic, visual advantages and cultural connotations are the mainstream of visual symbol consumption in the digital media era. Advertising revenue on global social networks will reach $36 billion in 2017, according to eMarketer, accounting for 16 percent of all digital advertising. Social advertising, which focuses on precision marketing and quantification of results, is becoming a growing force in the online advertising market. Among the many types of social ads, Cinemagraph, created by New York artists Jamie Beck and Kevin Burg in 2011, and Cinemagraph fretting, which was born in 2012, are increasingly highlighting its unique strengths and explosiveness. And has made considerable gains abroad. This article takes "Cinemagraph fretting advertisement" as the research object, takes the dynamic visual consumer society as the theoretical background, through the literature research, the contrast analysis and the questionnaire survey three research methods, to the Cinemagraph fretting advertisement definition, the characteristic, the manifestation form. The background and reason of the rise, the current situation of development, the application platform and the attitude of the audience are systematically analyzed, and the comparative analysis of the successful brand operation cases at home and abroad and the related new mobile social advertising is carried out. And the attitude to the advertising audience, the advertising effect and the opinion suggestion questionnaire survey, to prove and obtain this advertisement type unique development road in China, thus through a small part to see the whole, to explore the fretting advertisement and the social advertisement application prospect. This paper makes a comprehensive analysis from the aspects of advertisers' analysis and audience survey, and finally gives some suggestions and references from the aspects of social media and brand building, hoping to provide some useful references and suggestions for the future development of Cinemagraph fretting advertising in China.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.8;F274

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本文編號：1937081