国产商业电影宣传策略研究-新闻学专业论文.docxVIP

摘要 摘要 万方数据 万方数据 摘 要 如今国内电影市场如火如荼，电影想要“大卖”宣传必不可少，科学的电 影宣传将有益于整个电影市场的健康发展。本文试图通过梳理国产商业电影宣 传发展历程，研究电影宣传案例，分析电影宣传的成败得失，尝试摸索一套国 产商业电影宣传策略体系，为电影宣传的成功提供一个参考。为此，本文首先 简单回顾了最近十几年国产商业电影宣传史，通过搜集大量的电影宣传报道、 宣传通案以及观察电影宣传微博，梳理出国产商业电影宣传的三个发展阶段， 据此呈现国产商业电影宣传现状。在梳理现状的基础上，笔者发现，国产商业 电影宣传取得了显著进步，科学正确的方式被广泛运用，同时一些宣传误区也 客观存在。通过回顾国产商业电影宣传史以及剖析电影宣传案例，笔者借用拉 斯韦尔的 5w 模式理论和当今主流的宣传营销理论，将成功的电影宣传策略归纳 为“4+1”的整合营销传播策略，其中“4”包括：整合宣传主体，使其统一基 调；整合宣传重点，使其顺应市场；整合宣传物料，刺激观影欲求以及整合宣 传媒介，覆盖目标观众。“1”是指整合宣传节奏，使得电影宣传信息在适合的 时间出现在适合之处。这一要素是对前四个要素科学运作的调节，能够在很大 程度上左右宣传效果。 关键词：国产商业电影；宣传策略 ；整合营销传播 II ABSTRACT ABSTRACT Nowadays, the domestic film market is flourishing so that it’s necessary to promote movies to obtain high box office, because scientific film propaganda is benefit to the development of the whole film market. The article tries to analyze the history and successful cases to establish the strategy of domestic commercial film propaganda. Firstly, the history is divided to three stages. Secondly, the current situation of domestic commercial film propaganda is exhibited by analyzing lots of news and cases. Above all, it is apparent that many efficient methods are used widely as well as some mistakes. By showing the history and cases, the article uses Harold Dwight Lasswell “5w” theory and currently popular promotion theory to summarize the sucessful methods system of commercial film Propaganda: “4+1” integrated marketing communications strategy. It is formated by “4” parts and “1” significant factor. “4” parts are constituted by integrating promotional principal part to unite propaganda thought, integrating promotional content to be consistent with film market, integrating promotional material to stimulate the desire of audience to see a movie and integrating promotional media to cover the target audience. “1” significant factor is to integrate promotional rhythm to let the film promotional message present to appropriate time and occasion. This factor is the adjustment to operate the four elements effectivel