English  |  正體中文  |  简体中文  |  Items with full text/Total items : 51281/86342 (59%)
Visitors : 8151115      Online Users : 105
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105607


    Title: 品牌微電影廣告內容之研究 : 以愛情故事元素為例
    Other Titles: A study on micro-film advertising content of brand : the case of love story
    Authors: 黃姁蓁;Huang, Hsu-Chen
    Contributors: 淡江大學大眾傳播學系碩士班
    黃振家;Huang, Jenn-Jia
    Keywords: 微電影廣告;故事⾏行銷;內容分析;Sternberg愛情三角理論;Micro-Film Advertising;story marketing;Content Analysis;Sternberg“Triangular theory of love”
    Date: 2015
    Issue Date: 2016-01-22 15:00:24 (UTC+8)
    Abstract: 自2012年間始吹起微電影(Micro-film)熱潮,型式上相較於電影語⾔言而來,主要特性為播放長度短、製作時間少、投資規模小,且觀眾可藉由⾏行動網路裝置隨時觀看;在內容形式上擁有在短時間之內說一個完整的故事,品牌利用此特性置⼊入產品的相關訊息、品牌核⼼心精神或為品牌傳達某種商業活動內容。

    一部成功的微電影,首要最能吸引打動消費者的還是在「故事與主題」。因此,本研究觀看在微電影內容型式上,著點於情感層面為主要訴求,且以「愛情」此相關類型為主要。試圖從品牌以微電影廣告作為為⾏行銷,並選用愛情相關主題為何;其中品牌如何運用微電影廣告愛情相關主題,其品牌與愛情主題之間的關係又是什麼。

    根據2012 至2014年微電影廣告當中,以「中華民國微電影協會」年度排名、「Yahoo!微電影」分類愛情微電影、Youtube點閱率等,挑選出62部相關愛情主題微電影廣告,分別以內容分析、文本分析探究之,並以Sternberg愛情三角理論為基礎,初探品牌如何運用愛情相元素和品牌如何說愛情故事。

    研究發現品牌運用愛情微電影作為主題時,符合微電影特性,並以品牌行銷宣傳和政府部門城市行銷為主要;在愛情元素之中以特定愛情類型為主要呈現。品牌藉以愛情故事傳遞訊息與消費者溝通,並發現品牌決定故事訊息核心內容,再輔以愛情主題作為糖衣包裝故事。

    依照微電影廣告的特性與優勢,並以此作為初探品牌與愛情故事之間,描繪一個輪廓在於,品牌如何運用微電影廣告的形式、其故事性,以及品牌在愛情元素的操作上,提供未來品牌在行銷上,運用微電影廣告與愛情相關主題元素,另一面向的思考。
    The purpose of study was to assess brand marketing application with micro-film advertising, along with love story. The discussed brand will be based on the use of the topic of love with micro-film advertising, and the study of the relationships between the brand and love story. The study focused on the analysis of the micro-film advertising, supported by the case of brand micro-film advertising through the analysis of storytelling.


    Based on Sternberg “Triangular theory of love” with intimacy, passion, and decision/commitment to
    analyze micro-film advertising.According to the theory, love is the main presentation through linking,romantic love, and consummate love.


    The reach results concluded that micro-film advertising characteristics consisted with the literature review that in a short time said the full story of brand marketing. With micro-film advertising story analysis that brand operation to communicate with consumers in love story. This
    study provides brand marketing strategy, a better knowledge of micro-film advertising, and the background of storytelling marketing.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

    Files in This Item:

    File Description SizeFormat
    index.html0KbHTML107View/Open

    All items in 機構典藏 are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback