【作者】 王晶晶；

【导师】 徐敏；

【作者基本信息】 浙江大学 ， 新闻学， 2009， 硕士

【摘要】 这是一个媒介产品极度丰盛的时代,这是一个媒介环境瞬息万变的时代,这是一个阅读、视听习惯急剧转变的时代,这是一个“形象主导制胜”的时代!这样的转变意味着人们对媒介的消费不仅仅停留在产品和服务,而更多的是一种符号的消费、意义的消费、关系的消费与认同的消费;这样的转变也促使媒介组织对媒介形象的塑造和传播给予空前的关注,最直接的体现就是媒介形象广告的大量投放和发展成熟。媒介形象广告集中体现了媒介组织的整体价值观及受众的价值取向,负载了经济、文化和社会功能,兼具艺术性,以深入人心的方式与受众进行沟通,更多地承担起“公关”而非“兜售”的功能,收获更加持久的忠诚度和美誉度。国外媒介从诞生之初就十分重视其“形象”的传播,不遗余力地在本媒体和其他媒体投放各种类型的形象广告,媒介形象广告发展逐渐成熟,近些年来(2000年到2007年)全球最权威的五大广告赛事“媒介形象广告”(media imageadvertisement section)门类的所有奖项也几乎被媒介发达的欧美国家垄断。相比之下,我国的媒介形象广告在理论上尚缺乏科学、文化、艺术紧密融合的系统性研究,尤其缺乏基于大量广告文本的实证研究;在实践上缺乏系统的定位、创意、表现和投放流程,尚处于粗放式、随机性的操作阶段和摸着石头过河的探索阶段。鉴于以上原因,本文将基于形象学的视角,对全球五大广告赛事中的获奖媒介形象广告(2000年到2007年的获奖平面广告部分)进行符号学解读和内容分析,探究成功的国外媒介形象广告在媒体投放、视觉传达和广告语设置中所表现出的特点,阐明媒介形象广告如何作用于受众的个人价值,从而增强其对媒介的忠诚度和美誉度,以期对我国媒介形象广告的创作和传播提供有益启示。更多还原

【Abstract】 It is a time that the media’s products are extremely sumptuous. It is a time that the media’s environment is fast changing. It is a time that the audiences’ custom of reading, watching and hearing is transformed suddenly. It is "the image orientated time" coming in the media world! Such transformation means that when people decide which kind of media to select, they care not only about the product and the service, but also about the symbol value, the relational value, the significance, and the approval identity. Such transformation also urges the media organization to give enough attention to the dissemination of media image, the most obvious symbol of which is the massive deliveries and the mature development of media image’s advertisements. The advertisements of media image reflect the media organization’s central value and audiences’ individual value orientation. This kind of advertisements have the economy, culture and social function as well as the artistry. They are deeply rooted in the hearts of audiences by undertaking "the public relations" but not "the peddling function" so that the audiences show lasting loyalty and reputation to them. The overseas media pay more attention to the dissemination of their public image, and spare no effort delivering the media image’s advertisements. As a good result, European and American media image’s advertisements almost monopolize all the awards for media image ads section in recent year’s (2000 to 2007) global five big ads’ events. Comparatively, our country’s media image’s advertisements lack the systematic research combining science, culture, and art together in theory, especially the empirical study based on massive advertizing copy. In practice, we still need the experience about ads’ localization, creativity, performance and delivery.In view of the fact above, the article attempts to put the semeiotics explanation and the content analysis on the rewarded print ads on media image’s section from global five big ads’ events(2000 to 2007), exploring the characters in the rules of delivery, the uses of visual transmission, and the values of advertising slogan. Based on the research above, the article will finally expounded how do the media image’s advertisements affect audiences’ individual value in order to raise the audiences’ loyalty and fine reputation about the media organization.更多还原