本文選題：媒介形象 + 媒介形象廣告��； 參考：《浙江大學(xué)》2009年碩士論文

【摘要】： 這是一個(gè)媒介產(chǎn)品極度豐盛的時(shí)代,這是一個(gè)媒介環(huán)境瞬息萬(wàn)變的時(shí)代,這是一個(gè)閱讀、視聽(tīng)習(xí)慣急劇轉(zhuǎn)變的時(shí)代,這是一個(gè)“形象主導(dǎo)制勝”的時(shí)代!這樣的轉(zhuǎn)變意味著人們對(duì)媒介的消費(fèi)不僅僅停留在產(chǎn)品和服務(wù),而更多的是一種符號(hào)的消費(fèi)、意義的消費(fèi)、關(guān)系的消費(fèi)與認(rèn)同的消費(fèi);這樣的轉(zhuǎn)變也促使媒介組織對(duì)媒介形象的塑造和傳播給予空前的關(guān)注,最直接的體現(xiàn)就是媒介形象廣告的大量投放和發(fā)展成熟。媒介形象廣告集中體現(xiàn)了媒介組織的整體價(jià)值觀及受眾的價(jià)值取向,負(fù)載了經(jīng)濟(jì)、文化和社會(huì)功能,兼具藝術(shù)性,以深入人心的方式與受眾進(jìn)行溝通,更多地承擔(dān)起“公關(guān)”而非“兜售”的功能,收獲更加持久的忠誠(chéng)度和美譽(yù)度。國(guó)外媒介從誕生之初就十分重視其“形象”的傳播,不遺余力地在本媒體和其他媒體投放各種類型的形象廣告,媒介形象廣告發(fā)展逐漸成熟,近些年來(lái)(2000年到2007年)全球最權(quán)威的五大廣告賽事“媒介形象廣告”(media imageadvertisement section)門類的所有獎(jiǎng)項(xiàng)也幾乎被媒介發(fā)達(dá)的歐美國(guó)家壟斷。相比之下,我國(guó)的媒介形象廣告在理論上尚缺乏科學(xué)、文化、藝術(shù)緊密融合的系統(tǒng)性研究,尤其缺乏基于大量廣告文本的實(shí)證研究;在實(shí)踐上缺乏系統(tǒng)的定位、創(chuàng)意、表現(xiàn)和投放流程,尚處于粗放式、隨機(jī)性的操作階段和摸著石頭過(guò)河的探索階段。 鑒于以上原因,本文將基于形象學(xué)的視角,對(duì)全球五大廣告賽事中的獲獎(jiǎng)媒介形象廣告(2000年到2007年的獲獎(jiǎng)平面廣告部分)進(jìn)行符號(hào)學(xué)解讀和內(nèi)容分析,探究成功的國(guó)外媒介形象廣告在媒體投放、視覺(jué)傳達(dá)和廣告語(yǔ)設(shè)置中所表現(xiàn)出的特點(diǎn),闡明媒介形象廣告如何作用于受眾的個(gè)人價(jià)值,從而增強(qiáng)其對(duì)媒介的忠誠(chéng)度和美譽(yù)度,以期對(duì)我國(guó)媒介形象廣告的創(chuàng)作和傳播提供有益啟示。
[Abstract]:This is an era of extremely rich media products, this is an era of rapidly changing media environment, this is an era of reading, audio-visual habits rapidly changing, this is a "image dominated" era! This change means that the consumption of media is not only only products and services, but more is a symbol. The consumption of the number, the consumption of meaning, the consumption of the relationship and the consumption of identity, this change also promotes the media organization to give unprecedented attention to the molding and dissemination of the media image. The most direct embodiment is the mass delivery and maturity of the media image advertisement. The media image advertisement concentrates on the overall values and the audience of the media organization. The value orientation, loaded with economic, cultural and social functions, is artistic, communicates with the audience in a popular way, and takes more of the function of "public relations" rather than "peddling", and reap more lasting loyalty and reputation. Foreign media have paid great attention to its "image" from the beginning of its birth and spare no effort In the media and other media put in various types of image ads, the development of media image advertising is gradually mature, in recent years (2000 to 2007) the world's most authoritative five major advertising events "media imageadvertisement section" category of all awards are also almost monopolized by the developed European and American countries. On the other hand, the media advertising in China is still lacking in a systematic study of scientific, cultural and artistic integration in theory, especially the lack of empirical research based on a large number of advertising texts. In practice, the lack of systematic positioning, creativity, performance and delivery process is still in the stage of extensive, random and stone crossing.
In view of the above reasons, this paper will make a semiotic interpretation and content analysis of the award-winning media image ads in the five major global advertising events (2000 to 2007), based on the visual angle of image, and explore the special features of the successful foreign media image advertising in the media investment, visual communication and advertising language settings. Point out, to clarify how media advertising acts on the individual value of the audience, thus enhancing its loyalty and reputation to the media, in order to provide useful inspiration for the creation and dissemination of media image advertising in China.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：G206.2

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相關(guān)期刊論文 前2條

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本文編號(hào)：2037062