本文選題：微電影廣告 + 大學(xué)生群體��； 參考：《江西師范大學(xué)》2014年碩士論文

【摘要】：科學(xué)技術(shù)的創(chuàng)新與媒介格局的變革推動(dòng)著廣告轉(zhuǎn)型的浪潮。在新媒體時(shí)代，信息碎片化、受眾本位、現(xiàn)代廣告的社會(huì)化、移動(dòng)化、內(nèi)容化、娛樂化以及限娛令和限廣令的政策東風(fēng)共同催化了微電影廣告這一新型廣告形式的產(chǎn)生。微電影廣告依托互聯(lián)網(wǎng)平臺(tái)憑借定位精準(zhǔn)、受眾自主選擇、互動(dòng)性強(qiáng)、話題性、軟性溝通等優(yōu)勢成為了當(dāng)前廣告界的新寵，受到廣告主和受眾的追捧與喜愛。尤其是熱愛新鮮事物、具有較高審美水平的大學(xué)生群體對(duì)于微電影廣告這一精妙的藝術(shù)形式更是表現(xiàn)出極高的熱情。因此本文選取大學(xué)生群體作為目標(biāo)對(duì)象，通過問卷調(diào)查探析微電影廣告對(duì)大學(xué)生群體在暴露、認(rèn)知、情感、意動(dòng)方面的效果及影響傳播效果的重要因素具有重要的現(xiàn)實(shí)價(jià)值和意義。 本文主要以傳播學(xué)和廣告學(xué)的理論為支撐，綜合運(yùn)用定性與定量的研究方法，一方面對(duì)于微電影廣告的概念、興起原因、傳播特性與優(yōu)勢進(jìn)行定性的分析，另一方面通過問卷調(diào)查獲取大學(xué)生群體對(duì)微電影廣告接觸、認(rèn)知、情感和意動(dòng)趨向和對(duì)時(shí)長、訴求風(fēng)格、植入方式等方面偏好的數(shù)據(jù)信息，進(jìn)而論證假設(shè)得出結(jié)論：接觸度方面，大學(xué)生群體對(duì)微電影廣告的知曉率較高，但觀看過的數(shù)量較少平均五部左右，主要通過知名的視頻網(wǎng)站和社交媒體獲取微電影廣告的信息；認(rèn)知效果方面，對(duì)微電影廣告的概念認(rèn)知模糊，但普遍認(rèn)同微電影廣告在內(nèi)容趣味化、互動(dòng)參與性強(qiáng)、廣告信息隱蔽黏性大等方面的優(yōu)勢，對(duì)于它的營銷價(jià)值也給予肯定；情感趨向方面，微電影廣告的故事性及制作水平是影響大學(xué)生群體主觀評(píng)價(jià)最主要的兩個(gè)因素，且大學(xué)生群體更偏愛時(shí)長在6—11分鐘之間，青春勵(lì)志傳遞正能量的題材，，感性、充滿人情的訴求風(fēng)格，植入適度隱性的微電影廣告；意動(dòng)方面，當(dāng)前微電影廣告更多起到加深品牌印象的作用并不能直接促成購買行為的產(chǎn)生。 最后針對(duì)調(diào)查結(jié)論，結(jié)合優(yōu)秀的微電影廣告案例，本文提出了四點(diǎn)建議精準(zhǔn)定位，提供個(gè)性化體驗(yàn)；內(nèi)容為王，打造持續(xù)傳播力；軟性溝通，植入適度；整合媒介資源，傳播立體化。
[Abstract]:The innovation of science and technology and the change of media pattern promote the tide of advertising transformation. In the new media age, the policies of information fragmentation, audience orientation, modern advertising socialization, mobility, contentalization, entertainment, and restriction of entertainment and restriction jointly catalyze the emergence of micro-film advertising as a new form of advertising. Relying on the Internet platform, micro-film advertising has become the new favorite of the current advertising field with the advantages of precise positioning, independent choice of audience, strong interaction, topic, soft communication and so on, which has been sought after and loved by advertisers and audiences. Especially, the group of college students who love new things and have higher aesthetic level show great enthusiasm for the subtle art form of micro-film advertisement. Therefore, this article selects the college students as the target object, through the questionnaire investigation to explore the microfilm advertisement to the university student community in the exposure, the cognition, the emotion, The effect of intention and movement and the important factors influencing the effect of communication have important practical value and significance. Based on the theories of communication and advertising, this paper synthetically applies qualitative and quantitative research methods, on the one hand, qualitatively analyzes the concept, the reason of rise, the characteristics and advantages of micro-film advertising. On the other hand, a questionnaire survey was conducted to obtain the data information of college students' preference for microfilm advertising, such as contact, cognition, emotion and motivation, and preference for length of time, style of appeal, way of placement, etc. Furthermore, the conclusion is drawn from the hypothesis that, in terms of contact degree, college students have a higher awareness of micro-film advertisements, but the average number of people who have watched them is about five. Mainly through well-known video websites and social media to obtain micro-film advertising information; Cognitive effect, the concept of micro-film advertising is vague, but it is generally agreed that micro-film advertising in the content of interesting, interactive strong participation, The advantages of advertising information, such as large hidden stickiness, also affirm its marketing value. In terms of emotional tendency, the story and production level of micro-film advertising are the two most important factors that affect the subjective evaluation of college students. And the college students prefer the time between 6-11 minutes, youth inspirational transfer of positive energy of the subject matter, emotional, full of human appeal style, the implantation of moderately recessive micro-film advertising; At present, micro-film advertising plays a more important role in deepening brand impression, which can not directly contribute to purchase behavior. Finally, according to the conclusion of the investigation, combined with the excellent case of micro-film advertising, this paper puts forward four suggestions for precise positioning, to provide personalized experience; content for king, to create sustainable communication; soft communication, moderate implantation; integration of media resources, Communication is three-dimensional.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G206;F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 鄭曉君;;微電影——“微”時(shí)代廣告模式初探[J];北京電影學(xué)院學(xué)報(bào);2011年06期

2 孫莉;錢奕桂;;“微電影”——新生代廣告寵兒[J];今傳媒;2012年04期

3 趙萌;車亞鵬;;“微電影”:小容量,大任務(wù)[J];世界博覽;2011年23期

4 李榮榮;;傳播學(xué)視域中的微電影敘事策略探究[J];東南傳播;2011年12期

5 王方;顏?zhàn)訛?;微縮的影像:微電影時(shí)代的“淺”表達(dá)[J];大眾文藝;2011年20期

6 喻國明;;解讀新媒體的幾個(gè)關(guān)鍵詞[J];廣告大觀(媒介版);2006年05期

7 薛敏芝;;經(jīng)濟(jì)全球化時(shí)代的植入式廣告[J];中國廣告;2005年06期

8 莫康孫;;從“電影植入廣告”到微電影[J];中國廣告;2011年08期

9 董曄;;不可阻擋的微電影廣告趨勢——談益達(dá)無糖口香糖《酸甜苦辣》系列廣告[J];中國廣告;2011年10期

10 陶冶;;微電影:路在何方?——一種營銷學(xué)的讀解[J];當(dāng)代電影;2012年10期

本文編號(hào)：1786911