影視製作在行銷傳播策略中的運用研究－以房地產廣告影像為例

A Study of Video Production Applied in the Strategy of Marketing Communication-Take Real Estate Advertising Images as Exmple

何智文(Chih-Wen Ho)

《復興崗學報》 103期 (2013/12) Pp. 83-115

摘要

「微電影」已成為各種影片比賽的主要形式，廣告影片的攝製更以此為潮流。本研究整理不同創意的房地產廣告，並檢視其影像表現在分鏡角本上的差異應用，援以說明影視製作實際上在產品的行銷傳播策略中所必須提供的功能與完成的使命。研究發現：房地產廣告已由產品導向的「住宅」，走向消費者導向的「建築」。而微電影的敘事模式與攝製剪輯，最能協助行銷傳播人員必須達成經由消費者心理差異的創意空間，去超過產品差異的行銷傳播策略。

關鍵字

形象策略與認同策略 ； 分鏡與敘事分析 ； 微電影 ； 行銷傳播

並列摘要

”Micro-film” has become the main form of cinematography competition, especially in advertising film. This study compare real estate ads with different creative ideas, and examine its image functon by different storyboardings which explain the main mission a Video Production should complete in the strategy of marketing communication.This study found that the real estate advertising has been changed from a product-oriented to a consumer-oriented ”construction”, and the narration and the digital editing of ”Micro-film” can help the marketing communication designer by using more consumer psychological differences than product physical differences in his marketing strategy.

並列關鍵字

image strategy and identification strategy ； storyboarding and narrative analysis ； micro-film ； marketing communications