【摘要】：全媒體時(shí)代的到來(lái),網(wǎng)絡(luò)越來(lái)越受到年輕人的熱捧,成為大眾傳播和接收信息的首選媒介,并日益影響著大眾的日常生活。而依托新媒體成長(zhǎng)的微電影,在具有微小、精煉、迅速等傳播新特征的同時(shí),又通過(guò)藝術(shù)與商業(yè)的結(jié)合,成為了廣告的新形式,由此而衍生出了微電影植入廣告。 本文的開(kāi)頭部分,先闡述了本文研究的背景與意義,依托文學(xué)和影視敘事學(xué)理論,通過(guò)對(duì)目前我國(guó)微電影市場(chǎng)的現(xiàn)狀分析,尋找有助于提升微電影植入廣告的敘事策略,從而完善對(duì)我國(guó)當(dāng)前微電影植入廣告的研究,也起到進(jìn)一步規(guī)范當(dāng)下微電影植入廣告市場(chǎng)的作用。再引用國(guó)內(nèi)外文獻(xiàn)綜述,尋找微電影植入廣告在國(guó)內(nèi)外研究領(lǐng)域的進(jìn)度和空白點(diǎn),來(lái)進(jìn)一步證實(shí)本文研究的意義。然后框定本文研究?jī)?nèi)容,闡明選取微電影商業(yè)廣告作為研究對(duì)象的原因和意義。并列舉出本文將著手使用的三種研究方法與思路,分別是文獻(xiàn)研究法、案例分析法和多學(xué)科結(jié)合法。接著對(duì)微電影植入廣告的敘事概念進(jìn)行了界定,歸納了市場(chǎng)上目前存在的五種微電影植入廣告的運(yùn)作模式,并深入探討了微電影植入廣告的四大敘事功能和敘事特征。接下來(lái)進(jìn)入本文的重點(diǎn)部分,通過(guò)對(duì)敘事學(xué)、傳播學(xué)、影視受眾心理學(xué)和市場(chǎng)營(yíng)銷學(xué)等理論的運(yùn)用,對(duì)微電影植入廣告的敘事策略進(jìn)行深入分析。并結(jié)合市場(chǎng)上運(yùn)作非常成功和典型的微電影植入廣告案例來(lái)作詳細(xì)探討,總結(jié)出文本敘事策略、視聽(tīng)語(yǔ)言敘事策略、文化意識(shí)形態(tài)敘事策略和敘事接受策略四大策略。緊接著對(duì)當(dāng)前微電影植入廣告敘事策略存在的不足做了歸納,鑒于微電影植入廣告還處在探索和發(fā)展階段,市場(chǎng)上的微電影植入廣告質(zhì)量良莠不齊,表現(xiàn)為懸念與幽默不足、藝術(shù)與商業(yè)融合不夠、人文關(guān)懷不強(qiáng)、受眾期待不高和市場(chǎng)監(jiān)管不嚴(yán)。最后在結(jié)語(yǔ)部分筆者對(duì)微電影植入廣告的市場(chǎng)發(fā)展前景予以肯定,并對(duì)本文研究所存在的不足作了聲明和解釋。 在數(shù)字化和網(wǎng)絡(luò)化背景下產(chǎn)生的微電影植入廣告保留了影視廣告生動(dòng)靈活的表現(xiàn)形式和富有視覺(jué)沖擊力的畫(huà)面效果,同時(shí)又存有電影和電視劇的故事性和情節(jié)性。但是,微電影植入廣告在目前來(lái)說(shuō)還是處于發(fā)生、發(fā)展階段,其故事內(nèi)容的差異性以及敘事手法的獨(dú)特性還有待開(kāi)發(fā)。要想更好地吸引受眾關(guān)注,不僅需要增強(qiáng)故事的感染力,構(gòu)筑受眾在心理層面上對(duì)產(chǎn)品或品牌的情感認(rèn)可和理念趨同,更應(yīng)該提高微電影植入廣告的藝術(shù)審美價(jià)值,做到藝術(shù)與商業(yè)的完美結(jié)合,將品牌理念潛移默化的植入微電影的情節(jié)當(dāng)中,給受眾留下深刻印象。
[Abstract]:With the arrival of the all-media era, the Internet is becoming more and more popular among young people, becoming the preferred medium for mass communication and receiving information, and increasingly affecting the daily life of the masses. The micro-film which depends on the new media has the new characteristics of communication such as tiny, refined and rapid, and through the combination of art and commerce, it becomes a new form of advertising, which gives rise to the placement of advertisements in micro-films. In the first part of this paper, the background and significance of this study are expounded. Based on the theory of literature and film narratology, and through the analysis of the present situation of micro-film market in China, the author seeks the narrative strategy that will help to promote the placement of advertisements in micro-films. In order to improve the current research on microfilm placement advertising, but also play a role in regulating the current microfilm placement advertising market. And then we cite the domestic and foreign literature review to find the progress and gaps in the field of micro-film placement advertising in order to further confirm the significance of this study. Then frame the research content and clarify the reasons and significance of choosing micro-film commercial advertising as the object of study. The author also lists three research methods and ideas which will be used in this paper, namely, literature research method, case analysis method and multidisciplinary combination method. Then it defines the narrative concept of micro-film placement advertising, summarizes the five operating modes of micro-film placement advertising, and probes into the four narrative functions and narrative characteristics of micro-film placement advertising. Then into the key part of this paper, through the narratology, communication, film and television audience psychology and marketing theory of the application of micro-film placement advertising narrative strategy in-depth analysis. Combining with the successful and typical cases of microfilm placement in the market, this paper summarizes four strategies: text narrative strategy, audiovisual language narrative strategy, cultural ideology narrative strategy and narrative acceptance strategy. Then it summarizes the shortcomings of the narrative strategy of microfilm placement advertising. In view of the fact that micro-film placement advertising is still in the exploration and development stage, the quality of micro-film placement advertising in the market is mixed, which is characterized by suspense and lack of humor. The integration of art and business is not enough, humanistic care is not strong, audience expectations are not high and market regulation is not strict. Finally, in the conclusion part, the author affirms the market development prospect of microfilm placement advertisement, and makes a statement and explanation to the deficiency of this study. In the background of digitization and networking, the microfilm placement advertisement retains the vivid and flexible form of the film and television advertisement and the visual impact of the picture effect, and at the same time, there exists the feature and plot of the film and TV series. However, microfilm placement advertising is still in the process of development, the difference of its story content and the uniqueness of narrative techniques need to be developed. In order to attract the attention of the audience better, we should not only strengthen the appeal of the story, construct the emotional recognition and concept convergence of the product or brand on the psychological level, but also improve the artistic aesthetic value of the micro-film placement advertisement. To achieve the perfect combination of art and business, the brand concept imperceptibly implanted into the plot of micro-film, leaving a deep impression on the audience.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J905

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本文編號(hào)：2334803