本文選題：小蟻運動相機 + 網(wǎng)絡亞文化��； 參考：《浙江理工大學》2017年碩士論文

【摘要】：本次設計題目是《網(wǎng)絡亞文化語境下小蟻運動相機廣告短片設計》,為自選課題。主要服務的目標產(chǎn)品為小蟻運動相機,旨在通過市場調(diào)研,以網(wǎng)絡亞文化的相關理論為切入點,為小蟻運動相機制作廣告短片,目的是促進小蟻運動相機的品牌形象傳播,提高品牌認知。本次設計包含了兩則廣告短片和一則H5視頻廣告,分別以“年輕就是zuo”、“年輕就是gao”、“年輕就是show”為創(chuàng)作主題,傳達出青年群體敢冒險、愛惡搞、樂于分享的獨有個性特點。需求研究報告。為了在設計中突出小蟻運動年輕化品牌形象特點,對目標產(chǎn)品的受眾群體、品牌基礎及市場競品進行了相關調(diào)研和分析。通過定向消費者問卷調(diào)查,對產(chǎn)品受眾的群體畫像和行為特性有了一定了解,通過對各類競品的實際體驗和資料的收集,分析出了小蟻運動相機與競品在整體策略上的差異,即小蟻的核心目的是通過硬件對線上產(chǎn)品進行導流,進而實現(xiàn)軟件和硬件的共同營利。結合定量的受眾調(diào)查,發(fā)現(xiàn)了小蟻的受眾與線上社交產(chǎn)品的強關聯(lián)性,從而佐證了以網(wǎng)絡亞文化為理論切入點的合理性。文獻研究報告。鑒于網(wǎng)絡亞文化群體與小蟻目標消費者的高度吻合,及本設計主張的“年輕就是···”主題,通過查閱相關文獻資料和理論分析,對網(wǎng)絡亞文化的綜合釋義、表現(xiàn)特點、表達方式等進行了匯總和分析,總結和提煉出了網(wǎng)絡亞文化語境下青年的創(chuàng)造性,為本次設計提供了理論支持。設計過程報告。根據(jù)對網(wǎng)絡亞文化語境的研究,和本設計的“年輕就是···”的主題核心,策劃制作了三則廣告短片作品。通過對核心主題的補充,產(chǎn)出了“年輕就是勇敢無畏zuo自己”、“年輕就是換個角度gao事情”、“年輕就是千方百計show出來”三個子主題。兩則廣告短片作品分別運用了網(wǎng)絡流行語、網(wǎng)絡惡搞等形式展現(xiàn)了青年群體的行為特性,可應用到視頻網(wǎng)站貼片廣告、移動客戶端貼片廣告、社會化媒體(主要指微信朋友圈)廣告中。視頻H5廣告通過視頻素材與制作素材的結合,提供了類似VR技術的感官體驗,更加強調(diào)互動性。整體設計過程經(jīng)歷了前期內(nèi)容規(guī)劃、分鏡頭及交互設計、實地拍攝和后期包裝剪輯,以視頻和H5頁面的方式展出。整體設計以小蟻運動相機的市場需求為導向,以網(wǎng)絡亞文化為理論切入點,綜合產(chǎn)出了“年輕就是···”的主題。通過“zuo”、“gao”、“show”三個子主題的分別表達,將網(wǎng)絡流行語、網(wǎng)絡惡搞等運用到了內(nèi)容創(chuàng)意上,同時在短片設計過程中,采用了視頻與H5頁面相結合,強調(diào)了互動體驗,給予了廣告短片一定的形式創(chuàng)新。最終通過內(nèi)容和形式上的綜合表現(xiàn),用新思路傳達了小蟻品牌形象,同時也彌補了當前運動相機廣告形式的單一。
[Abstract]:The title of this design is "small Ant Motion camera Advertising short Film Design in the context of Network Subculture", which is a topic of choice.The main target product of the service is the small ant sport camera. Through market research and with the relevant theory of the network subculture as the breakthrough point, the main service product is to produce the advertisement short film for the small ant movement camera. The aim is to promote the brand image dissemination of the small ant sport camera.Improve brand awareness.The design includes two short commercials and an H5 video ad with the theme of "Young is zuo", "Young is gao" and "Young is show" to convey that young people dare to take risks and are amusing.A unique personality that is willing to share.Requirements study report.In order to highlight the young brand image characteristics of the small ant movement in the design, the target product audience group, brand foundation and market competition were investigated and analyzed.Through the targeted consumer questionnaire survey, we have a certain understanding of the product audience's group portrait and behavior characteristics. Through the actual experience and data collection of all kinds of competing products, we have analyzed the differences between the small ant sports camera and the competition product in the overall strategy.That is, the core purpose of small ants is to channel online products through hardware, and then realize the common profit of software and hardware.Combined with the quantitative audience survey, we find the strong correlation between the audience and online social products, which proves the rationality of taking the network sub-culture as the theoretical breakthrough point.Literature research report.In view of the high agreement between the network subculture group and the target consumer of small ant, and the theme of "youth is" advocated by this design, through consulting relevant literature and theoretical analysis, the comprehensive interpretation and characteristics of network subculture are discussed.The way of expression is summarized and analyzed, and the creativity of young people in the context of network subculture is summarized and refined, which provides theoretical support for this design.Design process report.According to the study of the network subcultural context and the theme of "Young is", three short advertisements were designed and produced.By complementing the core themes, the three sub-themes of "Young is fearless zuo himself", "Young is changing the perspective of gao things" and "Young is doing everything possible to show out" are three sub-themes.The two short advertisements show the behavior characteristics of the youth groups in the form of internet buzzwords, network spoof, etc. They can be applied to video website patch ads, mobile client patch ads, etc.Social media (mainly refers to Moments WeChat) advertising.Video H5 advertising provides VR-like sensory experience through the combination of video material and production material, and emphasizes interactivity more.The overall design process has experienced early content planning, split shot and interactive design, field shooting and post packaging editing, displayed as video and H5 pages.The whole design is guided by the market demand of the small ant sport camera, and takes the network subculture as the theoretical breakthrough point, and synthetically produces the theme of "youth is".Through the expression of "zuo", "gao" and "show" respectively, this paper applies the network catchwords and network parody to the content creativity, and combines video with H5 page in the process of designing the short film, at the same time, in the process of designing the short film, the video is combined with the H5 page.Emphasized the interactive experience, gave the advertisement short film certain form innovation.Finally, through the content and form of comprehensive performance, using new ideas to convey the brand image of small ants, but also to make up for the current single form of motion camera advertising.
【學位授予單位】：浙江理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：J524.3

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