網路廣告影片的病毒行銷訊息策略與敘事分析

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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劉慧娟
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:	摘要網路廣告影片的內容如果能具備可喜愛性或可分享性的特質，再經由病毒行銷的操作，便能從觀眾的主動分享來賺得廣告效益。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。研究結果發現，網路廣告影片的訊息策略具備三大特點：（一）營造消費者的期待感；（二）以幽默的情節或驚人的舉動創造話題；（三）善用知名度創造搜尋的加乘效應。網路廣告影片中傳達產品訊息的敘事具備五大特點：（一）以幽默的敘事強調產品功能；（二）將產品自然融入故事中，為故事發展的重要環節；（三）角色的身份地位或個人特質要能彰顯品牌形象；（四）導引觀眾如何操作產品；（五）以間接、隱晦的方式曝光品牌logo或產品訊息。網路廣告影片中連結產品與消費者情感的敘事具備四大特點：（一）創新的題素組合，再現社會現象；（二）反映消費者的生活型態或心理意識；（三）建立角色與觀眾的平等關係；（四）利用集體記憶創造影片的期待感或熟悉感。 Abstract 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:	[Graduate Institute & Department of Information and Communication] Thesis

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