病毒式影片廣告表現手法與趨勢研究－以4A廣告病毒式影片獎2017-2020年得獎作品為例

Research on Trends in Viral Advertising Design - Take Winners of 2017-2020 4A's Viral Video Awards as Examples.

陳攸芸(Yu-Yun Chen)

指導教授 ： 吳崇榮

嶺東科技大學/設計學院/數位媒體設計系碩士班/碩士(2021年)

摘要

因應碎片化時代的數位媒體環境下，病毒式影片行銷的創意，改變了閱聽眾的喜好習慣，將透過研究成果，協助廣告主與網路創作者瞭解當前的網路影音廣告趨勢，作為網路影音與行銷領域後續擬定廣告創意策略時的參考數據之媒合發展，達到更有效的網路影片廣告的創意產製工作。

　　根據本研究蒐集過往的文獻資料、取樣分析4A廣告2017-2020年之病毒式影片廣告得獎案例，以及整理與四位專家之訪談回饋結果，進而瞭解：
（1）病毒式影片廣告其表現手法之特性與腳本設計之初步脈絡
（2）近年影片廣告於新媒體廣告市場的趨勢變化
（3）針對普遍TA（目標受眾）、閱聽眾於社群媒體平臺觀看影片之行為態度的涉略

關鍵字

新媒體廣告 ； 社群媒體 ； 病毒式行銷 ； 病毒影片廣告 ； 影片廣告

並列摘要

In response to the digital media environment of the fragmentation era, the idea of viral film marketing has changed the preference habits of listeners. Through the research results, advertisers and internet creators will understand the current trend of online audio-visual advertising, as a reference data for the follow-up development of advertising creative strategies in the field of network audio-visual and marketing. It will achieve more effective creative production of online film advertising.

Based on this study, we collected related reference, sampled and analyzed award-winning works of 2017-2020 4A's Viral Video, and collated feedback from interviews with four experts to comprehend the following items:
(1) The characteristics of viral film advertising and the preliminary relationship of script design.
(2) Recent trends in video advertising in the new media advertising market.
(3) A brief review of the behavioral attitude of the audience and the audience watching the film on the social media platform.

並列關鍵字

New media ads ； Social Media ； Viral Marketing ； Viral video advertisements ； Video ads

參考文獻

一、英文文獻

1. Bouliane, S. (2019). Revolution in the making? Social media effects across the globe. Information, communication & society, 22(1), 39-54.

2. Catanescu, C., & Tom, G. (2001). Types of humor in television and magazine advertising. Review of Business-Saint Johns University, 22(1), 92-95.

3. Childers et al., 2001; Coyle and Thorson, 2001; Fiore et al., 2005

4. Davies, A. P. and Apter, M. J. 1980. “Humor and its effect on learning in children”. In Children's humor, Edited by: McGhee, P. E. and Chapman, A. J. 237–254. New York: Wiley.