微电影广告传播模式及效果研究

摘要

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微电影广告传播模式及效果研究

作者简介：姓名，赵楠，性别，女， 1985 年 11 月生，师从成都理工大

学肖建春教授，陈卓副教授， 2012 年 7 月毕业于成都理工大学传播学专业，获得文学硕士学位。

摘要

在新媒体迅猛发展的今天，网络已经成为大众特别是年轻人传播和接收信

息的首选媒介,并潜移默化地影响着社会生活方式和传统的营销手段。网络视频广告作为网络营销的一个手段，在表现形式方面有了多样化的发展。其中，由广告主投资拍摄的微电影、网络短剧等这类新兴广告形式越来越受到业界、学术界和网络视频用户的关注。

本文从微电影广告的发展现状入手。首先，对微电影广告进行概念上的界

定和分析，总结其特点、特征和特性，探究微电影广告的传播模式，并从传播学、符号学、影视叙事学、受众心理学和营销学等理论为出发对微电影广告进行文本内容分析以及符号学和影视叙事解读。其二，是对微电影广告的传播效果研究。笔者主要通过问卷调查并运用得出的客观数据结果分析这种排它性植入式广告对受众个体的影响。其三，通过上述定性与定量的综合性分析得出结论。笔者认为：在数字化和网络化背景下产生的微电影广告保留了电视广告视觉的冲击力和生动灵活的表现形式，同时又具有电影和电视剧的故事性和情节性，而且还充分体现了互联网按需获取的交互性特征，这是传统影视广告所无法企及的。

微电影广告作为当下一种新型营销手段，虽然还是处于发生、发展阶段，

但它必将会成为一种新生代网络视频广告的形式，即集广告、营销和娱乐为一体的广告传播手段和新的营销方式。广告主可以利用微电影广告的传播优势将产品、品牌或服务的信息更为精准、广泛、直观地传递给目标消费者。在本研究中笔者根据相关学术文献解读、结合调查统计数据和典型案例分析得出了影响微电影广告传播效果的主要因素。这些因素包括：产品品牌植入程度对传播效果的影响；品牌知名度对微电影广告传播效果的增值作用；品牌故事化，情节精巧对提升微电影广告亮点的作用；个性化与互动性发挥微电影广告体验营销优势；制作精良、视频浏览顺畅重视并提高受众的观影体验等等。

成都理工大学硕士学位论文

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当然，任何事物都有利就有弊，更何况国内微电影广告处于发展的探索阶

段，其自身也必然存在着很多无法避免的弊病与问题。笔者经过对国内微电影广告初步研究发现：国内微电影广告存在质量良莠不齐，单一主导形式具有局限性，微电影专业团队培育存在稀缺性，大部分微电影广告成品在“融入内容巧安排”上还需要探索与挖掘，以及微电影广告产品的如何植入和整合营销还需进一步探究等问题。因此，针对这些问题，笔者提出了解决的策略方法和优化建

议：首先，广告主发挥主导作用，搭建品牌推广平台；其次，跨界合作，整合新媒体渠道，广泛传播；第三，借助传统媒体：线上线下全方位推广；第四，持续传播，潜移默化，强化品牌形象。总的来说，笔者希望提出的策略方法和优化建议能对微电影广告在国内的发展有所借鉴和帮助。

关键词：互联网微电影广告传播模式传播效果

Abstract

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Micro-film Advertising Communication Modes and Effects Introduction of the author: Zhaonan, female, was born in November, 1985

whose tutor was Professor Xiaojianchun, Associate Professor Chenzhuo . She graduated from Chengdu University of Technology in communication major and was granted the Master Degree in June, 2012.

Abstract

With the rapid development of new media, the network has become the

preferred medium for the public to spread and receive information, especially for the young people. And it has imperceptibly transformed our lifestyle and the traditional marketing tools. The online video advertisement, as a means of network marketing, has developed into various forms of expression. Among them, micro-film and network drama invested and shot by advertisers have gained more and more concerns of advertising industry, academia, and online video users.

From the perspective of the current development of the micro-film advertising, Firstly the thesis gives conceptual definition of micro-film advertising, summarizes its characteristics and features, and explores the universal mode of transmission of micro-film advertising. Meanwhile, it will conduct text content analysis, semiotics and film narrative interpretation of micro-film advertising based on the theory of communication, semiotics, video narrative, audience psychology and marketing, etc. Secondly, conduct researches on the communicating effect on micro-film advertising, primarily through a questionnaire survey and statistical data so as to analyze the influence on the individual audience by this exclusive advertising. Thirdly, come to a conclusion by the above analysis. The author believes that the micro-film advertising emerging in the context of digitization and networking has not only retained the visual impact of television advertising as well as vivid forms of expression, but also has the story and plot features of the films and TV dramas. Meanwhile, it also fully embodies the interactive features of Internet which obtains according to need that the traditional television advertising can not match. It will be in the form of a new generation of online video advertising —the advertising, marketing and entertainment for one of the advertising means of communication to provide people with a new marketing approach.

The movie advertising, as a new marketing tools then, though still in occurrence, development phase, but it will also become a kind of new generation network video advertising forms, namely set advertising, marketing and entertainment for the integration of advertising communication means and new marketing mode.

成都理工大学硕士学位论文