- 期刊
Research on Artistic Form and Marketing Strategy of《National Treasure》
摘要
In recent years, with the rapid development of the Internet, new media gradually emerging, change people's audio‐visual habits imperceptibly. In the past, people could only choose to watch the existing programs or switch to other channel, but the emergence of new media allows people to choose different programs according to their own interests. Today, there are a large number of new various shows with various content appearing every day, ＂hot cake＂ shows are more and more, the content of the program is serious homogeneity. Audiences have higher and higher requirements for entertainment of variety shows. How cultural shows can break through the entertainment variety shows and attract more audience's attention is a big test for the marketing. This paper takes the cultural variety show ＂《National Treasure》＂ as an example to analyze the artistic form and audience psychology of the program from the perspective of communication means. The first season of ＂《National Treasure》＂ ranked the top 10 on CSM and CSM52 since its premiere. The second season scored 9.2 on Douban and the third season 9.4 on Douban. The program can achieve such a result, its new media marketing strategy must be unique.