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    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

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