引发社会共鸣的叙事广告策略研究.docxVIP

题目：引发社会共鸣的叙事广告策略研究 ——以诉求女性形象的三则广告为例 引发社会共鸣的叙事广告策略研究 ——以诉求女性形象的三则广告为例 摘要：叙事广告一直是广告中的一个重要分支，它能在有限的时间内向观众传达完整的情感及理念。其中一类以社会现实为拍摄脚本的广告往往能够在短时间内造成病毒式传播，此类广告基本立足于受众的角度，反映社会当下热点，从而引发社会共鸣，造成大量讨论。和以往专注于产品功能的广告不同，此类广告侧重点多在于关注当下的社会性问题，在引发观众思考的同时，传达自身的品牌精神，完成了从单纯的广告到品牌营销的转变。本文将以叙事广告中的女性形象诉求为例，概说由叙事广告引发社会共鸣的营销现象，探讨此类现象的意义及作用机制。 关键词：社会共鸣；品牌营销；女性形象；叙事广告 A Study on the Narrative Advertisement Strategy Causing SocialResonance A Case Study of Three Advertisements with Female Images Abstract: Narrative advertising has always been an important branch of advertising, it canin a limited time to convey the audience to the complete feelings and ideas. One of the kind ofsocial reality for the film script advertising is often able to cause a short period of time in thespread of the virus, such advertising based on the audiences point of view, reflecting the currentsocial hot spots, which led to social resonance, resulting in a lot of discussion. And in the pastfocus on product features of the ad is different from the focus of such advertising is concernedabout the current social issues, in causing the audience to think at the same time, to convey theirown brand spirit, completed from a simple advertising to brand marketing changes. This articlewill take the female image of narrative advertisement as an example, and summarize themarketing phenomenon of social resonance caused by narrative advertisement, and discuss themeaning and mechanism of such phenomenon. Key words: Social resonance; brand marketing; female image; narrative advertising 目录 TOC \o 1-5 \h \z 1引言 1 \o Current Document \h 2叙事广告引发社会共鸣的现象概说 1 \o Current Document \h 2.1现象相关概念解析 1 \o Current Document \h 2.2叙事广告引发社会共鸣的案例举隅 2 内容立足于社会现实 2 2.2.2广告理念符合受众情感诉求 3 \o Current Document \h 3叙事广告引发社会共鸣的作用机制 5 \o Current Document \h 3.1感知社会现实——引发共鸣的基础 5 \o Current Document \h 3.2 传达品牌理念——引发共鸣的本质 6 \o Current Document \h 3.2社会化媒体营销一一扩大广告宣传范围和热度 7 社会化媒体概念解析 7 3.2.2社会化媒体宣传的优势 7 3.2.3社会化媒体营销下的广