本文關(guān)鍵詞：中國(guó)廣告長(zhǎng)城獎(jiǎng)影視類金獎(jiǎng)作品創(chuàng)作策略研究　出處：《湘潭大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

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【摘要】：中國(guó)廣告長(zhǎng)城獎(jiǎng)在廣告界有著非比尋常的地位,是我國(guó)廣告界最具歷史性、權(quán)威性、專業(yè)性、規(guī)模性和影響力的賽事,是中國(guó)廣告界無(wú)數(shù)廣告人追求的夢(mèng)想,被譽(yù)為“廣告界的奧斯卡”。而影視廣告是我國(guó)廣告門(mén)類中最包羅萬(wàn)象的一種廣告形式,其呈現(xiàn)形式多樣,廣告創(chuàng)意紛繁,不同的廣告形式與廣告內(nèi)容,可以傳遞不同的廣告主題,表達(dá)不同的廣告訴求,同時(shí)因其傳播載體的通俗性與廣泛性,影視廣告在廣告行業(yè)里一直占據(jù)著極為重要的地位,極大的引起廣告人、廣告主和業(yè)內(nèi)學(xué)者的關(guān)注與探究。中國(guó)影視廣告不僅在創(chuàng)意和表現(xiàn)形式上擁有獨(dú)樹(shù)一幟的特色風(fēng)格,更能從細(xì)微之處彰顯出廣告背后的人文情懷與社會(huì)文化價(jià)值。本研究針對(duì)2005年-2014年中國(guó)廣告長(zhǎng)城獎(jiǎng)影視類金獎(jiǎng)作品36件為數(shù)據(jù)研究樣本,通過(guò)進(jìn)行中國(guó)影視廣告創(chuàng)作策略的實(shí)證研究,從影視廣告創(chuàng)作的理論出發(fā),梳理中國(guó)影視廣告創(chuàng)作過(guò)程中涉及的創(chuàng)意要素和表現(xiàn)要素,分析影視廣告創(chuàng)作中創(chuàng)意類型、廣告受眾針對(duì)性、市場(chǎng)環(huán)境、創(chuàng)意原則、視覺(jué)要素、聽(tīng)覺(jué)要素和時(shí)間要素等,明晰廣告創(chuàng)意類型在創(chuàng)作層面上偏好,提出以青年消費(fèi)群體為導(dǎo)向,覆蓋全年齡群價(jià)值訴求的創(chuàng)作主張,建議創(chuàng)作時(shí)重視人文環(huán)境因素,以市場(chǎng)因素為依靠,兼顧生動(dòng)形象與通俗易懂的創(chuàng)意原則。并在此基礎(chǔ)上,對(duì)影視廣告表現(xiàn)策略進(jìn)一步解析,提出應(yīng)當(dāng)從觀眾視角出發(fā),以講述普通人的故事為主,在廣告表現(xiàn)元素運(yùn)用時(shí)一定要注意純粹性與突出性的使用,并對(duì)不同廣告要進(jìn)行差異化表現(xiàn)處理,此外,在廣告信息展現(xiàn)時(shí)要以logo和廣告語(yǔ)為主,盡力實(shí)現(xiàn)廣告效果的最大化。在此基礎(chǔ)上,綜合研究數(shù)據(jù)與結(jié)果,闡述中國(guó)影視廣告創(chuàng)作策略層面的偏好與傾向,揭示未來(lái)影視廣告創(chuàng)作時(shí),在內(nèi)容選擇上應(yīng)當(dāng)以普通人的故事為創(chuàng)作藍(lán)本,通過(guò)表現(xiàn)手段與方式的保持純粹性和簡(jiǎn)單性,充分發(fā)揮視覺(jué)與聽(tīng)覺(jué)結(jié)合的藝術(shù)效果,盡最大能力喚起普通人內(nèi)心的共鳴。以此來(lái)探索影視廣告創(chuàng)作策略相關(guān)的一些規(guī)律,為將來(lái)影視廣告的創(chuàng)作發(fā)展提供一些建議、啟示與參考。
[Abstract]:The Great Wall Award is the most historic, authoritative, professional, scale and influential competition in the advertising industry. It is the dream pursued by countless advertisers in China. The film and television advertisement is one of the most all-encompassing advertising forms in the advertising category in China. It presents various forms of advertising, numerous creative advertising, different advertising forms and advertising content. It can transmit different advertising themes and express different advertising demands. At the same time, because of the popularity and universality of its communication carrier, film and television advertising has always occupied an extremely important position in the advertising industry. It has aroused the attention and inquiry of advertisers, advertisers and scholars in the industry. Chinese film and television advertising not only has its own unique style in terms of its creativity and forms of expression. This study focuses on 36 golden works of the Great Wall Award of China Advertising from 2005 to 2014, which is a data sample. Through the empirical study of Chinese film and television advertising creation strategy, from the theory of film and television advertising creation, combing the creative elements and performance factors involved in the process of Chinese film and television advertising creation. Analysis of the creative types of film and television advertising, targeted advertising audience, market environment, creative principles, visual elements, auditory elements and time elements, and so on, to clarify the creative types of advertising in the creative level preference. Put forward to the youth consumer groups as the guide, covering the value demands of the whole age group of creative claims, suggest that the creation of humanistic environmental factors, market factors as the basis. On the basis of this, the author further analyzes the performance strategy of film and television advertising, and puts forward that the story of ordinary people should be mainly told from the perspective of the audience. In the use of advertising elements must pay attention to the use of purity and prominence, and different advertising should be differentiated performance treatment, in addition, in advertising information display to logo and advertising language. On this basis, comprehensive research data and results, expound the preference and tendency of Chinese film and television advertising creation strategy level, reveal the future film and television advertising creation. In the content choice should take the ordinary person's story as the creation blueprint, through the performance means and the way maintains the purity and the simplicity, fully displays the visual and the auditory union artistic effect. The author tries his best to evoke the inner resonance of ordinary people in order to explore some laws related to the creation strategy of film and television advertisement, and to provide some suggestions, enlightenment and reference for the future creation and development of film and television advertisement.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.8

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