本文選題：高校招生宣傳 + 視頻廣告��； 參考：《華中科技大學(xué)》2016年碩士論文

【摘要】：如今互聯(lián)網(wǎng)迅速發(fā)展,互聯(lián)網(wǎng)視頻廣告由于傳播速度快、形式多樣、受眾群體大、內(nèi)容龐大等特點(diǎn)發(fā)展為各大高校喜愛的一種招生方式,并依靠互聯(lián)網(wǎng)平臺(tái)快速的發(fā)展起來。綜合運(yùn)用到數(shù)據(jù)調(diào)查法,文獻(xiàn)研究法、實(shí)踐總結(jié)法等。通過分析受眾數(shù)據(jù)的方式發(fā)現(xiàn)問題,再結(jié)合廣告?zhèn)鞑W(xué)理論、廣告學(xué)原理、心理學(xué)解決問題。本文分為五個(gè)章節(jié):第一章(緒論)表明課題的研究背景、以及國(guó)內(nèi)外的研究現(xiàn)狀,并提出本文的主要研究?jī)?nèi)容和方法。第二章,主要對(duì)當(dāng)代高校招生視頻廣告的歷史演變進(jìn)行探索,并分析目前高校招生廣告普遍存在的問題,同時(shí)強(qiáng)調(diào)受眾分析對(duì)目前高校招生視頻廣告創(chuàng)作的必要性;第三章,對(duì)受眾起源與發(fā)展以及影響高校招生視頻廣告受眾的心理因素進(jìn)行研究,并基于相關(guān)的理論提出實(shí)踐項(xiàng)目的架構(gòu)與計(jì)劃。第四章,通過大量的數(shù)據(jù)和問卷調(diào)查分析,得出高校招生視頻廣告受眾人群的基本喜好和構(gòu)成,對(duì)受眾接觸層面和心理判斷層面進(jìn)行多角度分析,并依據(jù)數(shù)據(jù)分析的結(jié)果,進(jìn)行《數(shù)字媒體藝術(shù)》招生視頻廣告的模型設(shè)計(jì)。第五章,通過分析《數(shù)字媒體藝術(shù)》招生視頻廣告的模型,重點(diǎn)解析實(shí)踐項(xiàng)目視頻廣告的腳本創(chuàng)意、制作流程、后期傳播等方面。第六章,總結(jié)和思考,并提出對(duì)高校招生視頻廣告的展望。同時(shí)從受眾的角度尋找視頻廣告藝術(shù)創(chuàng)作的規(guī)律,以此提高視頻廣告的表現(xiàn)效果;研究高校招生視頻廣告的受眾人群、創(chuàng)作過程和傳播方式等,結(jié)合受眾人群數(shù)據(jù)分析,為廣告主提供更有針對(duì)性的投放信息。為受眾人群提供豐富視頻廣告內(nèi)容,增強(qiáng)廣告?zhèn)鞑サ男Ч１菊撐牟捎檬鼙姺治鼋嵌冉o高校招生視頻廣告創(chuàng)作提供一種新穎的科學(xué)研究方式,使視頻廣告藝術(shù)更富有創(chuàng)意。
[Abstract]:Nowadays, with the rapid development of the Internet, the Internet video advertisement has developed into a popular enrollment method for the universities because of its fast spreading speed, diverse forms, large audience groups and huge content, and has developed rapidly by relying on the Internet platform. Comprehensive application to data survey method, literature research method, practice summary method and so on. Through the analysis of audience data to find the problem, combined with advertising communication theory, advertising theory, psychology to solve the problem. This paper is divided into five chapters: the first chapter (introduction) shows the research background of the subject, as well as the domestic and foreign research status, and puts forward the main research contents and methods of this paper. The second chapter, mainly explores the historical evolution of the video advertisement of college enrollment, and analyzes the common problems in the current university recruitment advertising, and emphasizes the necessity of audience analysis of the current university enrollment video advertising creation; chapter three, This paper studies the origin and development of the audience and the psychological factors that affect the audience of the video advertisement in colleges and universities, and puts forward the structure and plan of the practical project based on the relevant theory. Chapter IV, through a large number of data and questionnaire analysis, the basic preferences and composition of the audience of college recruitment video advertising, audience contact level and psychological judgment level of multi-angle analysis, and based on the results of data analysis. Carry on the model design of the recruitment video advertisement of Digital Media Art. The fifth chapter analyzes the model of recruiting video advertisement in Digital Media Art, and analyzes the script creativity, production flow and later dissemination of practical video advertisement. The sixth chapter, summarizes and ponders, and puts forward the prospect to the university enrollment video advertisement. At the same time, from the perspective of the audience to find out the law of video advertising art creation, in order to improve the performance of video advertising; to study the audience, creative process and dissemination of video advertising in colleges and universities, combined with the audience data analysis, Provide more targeted information for advertisers. For the audience to provide rich video advertising content, enhance the effect of advertising dissemination. In this paper, the audience analysis is used to provide a novel scientific research method for the creation of video advertising in colleges and universities, which makes the art of video advertising more creative.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：J959

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

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本文編號(hào)：1993338