English  |  正體中文  |  简体中文  |  Items with full text/Total items : 49432/84393 (59%)
Visitors : 7451751      Online Users : 78
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/987654321/87792

    Title: 網路廣告影片的病毒行銷訊息策略與敘事分析
    Other Titles: Information strategies and narrative analysis of online viral marketing videos
    Authors: 詹舒婷;Chan, Shu Ting
    Contributors: 淡江大學資訊傳播學系碩士班
    Keywords: 網路廣告影片;病毒行銷;訊息策略;敘事分析;符號學;online videos;viral marketing;YouTube;viral marketing;information strategies;narrative analysis;Semiotics
    Date: 2013
    Issue Date: 2013-04-13 11:45:21 (UTC+8)
    Abstract: 摘要
    研究以Visible Measures網站的公開數據為依據,篩選合適的網路廣告影片進行兩階段的分析,第一階段的分析試圖瞭解路廣告影片所運用的訊息策略。第二階段則以符號學的觀點分析網路廣告影片的內容。
    If online videos content have characteristics of likeability or shareability and operation via viral marketing that could earn advertising effectiveness by sharing videos.
    The study based on public and available data of Visible Measures website and the appropriate online viral marketing videos were selected for taking two-step analysis. First step of analysis is trying to understand the message strategy of the online viral marketing videos. Second step of analysis is using the view of semiotics for online viral marketing videos content analysis.
    The study results showed that three characteristics of online viral marketing videos message strategy were discovered. (a) to create a sense of expectation of the consumer; (b) to create topics via humorous or surprise content; (c) using visibility to create the Synergistic effect of search.
    Online viral marketing videos narrative to convey product messages have five characteristics: (a) using the humorous narrative to emphasis product features; (b) the product naturally is an important part of the story; (c) the status of the role or personal qualities to be able to highlight the brand image; (d) guiding the audience how to operate the product; (e) using indirect, subtle way to exposure the brand or product message.
    The online viral marketing videos use narrative to link products and consumer sentiment have four characteristics: (a) combination of innovative title to reproduce social phenomenon; (b) reflects the consumer''s lifestyle or mental awareness; (c) to establish the equal relationship with the characters and audiences; (d) using the collective memory to create the sense of anticipation or familiar.
    Appears in Collections:[資訊傳播學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    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