代言人廣告影片與鏡頭運用之研究與創作

現今消費市場處於曝光與資訊流量爆炸充滿多樣性競爭的時代，品牌形象塑造對於品牌來說更為重要，它除了表現品牌與企業獨特性，藉此與其他品牌作出區隔外，最重要是引起消費者注意及對品牌產生印象與好感，進而對產品產生興趣並刺激消費者購買的心理。影片是品牌與消費者之間重要的溝通橋樑，影片的作用在於對消費者傳播商品資訊與品牌形象，透過影像的呈現手法及品牌價值形塑，讓廣告成為品牌的化身與消費者作心理溝通獲得其認同並促使購買行為的發生。本研究的目的在於探討代言人形式廣告中，廣告中影像及聲部的運用，對消費者於品牌形象認同的影響。採內容分析法，以LeBron James 個人代言鞋款系列廣告作為研究對象，分就影部、聲部進行分析，藉以了解角色入鏡、角色鏡頭運動、畫面光線感、拍攝角度、景深、視覺氛圍及聲部背景音樂氛圍、有無旁白等運用情形，依據分析結果，做為創作的依據。再以專家訪談的方式，針對本研究創作影片進行評估，歸納拍攝代言人影片之準則，做為相關市場行銷策略影片拍攝之參考。

關鍵字

廣告、品牌形象、廣告代言人

並列摘要

Nowadays, the consumer market is facing diversified fierce competition, In addition to expressing the uniqueness of the company and distinguishing it from other brands, the most important thing is to attract consumers’ attention and make consumers impressed with the brand Favorable feelings make consumers buy. Advertising is the medium of communication between brands and consumers. The role of advertising is to spread and consolidate brand image and product information to consumers. Through the Marketing and shaping of advertising, it becomes the incarnation of the brand, communicates with consumers, and gains recognition. The purpose of this study is to explore the impact of the use of image and sound in advertising in the form of spokespersons on consumers' brand identity. This study content analysis, take LeBron James’s personal endorsement shoe series advertisement as the research object, analyze the image and sound part, to understand how character into the shots, the movement of the character's shot, the sense of light, the shooting angle, the depth of field, the visual atmosphere and the sound, Based on the results of the analysis, summarize the criteria for filming spokesperson films and use them as a reference for marketing strategies.

並列關鍵字

Commercial, Shot, Endorsers

參考文獻

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代言人廣告影片與鏡頭運用之研究與創作

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