影视广告中的情感营销策略研究.doc

摘要:近年来，在消费者逐渐被信息淹没导致传统的影视广告不能够吸引消费者注意的情况下，情感营销策略重新使影视广告实现在产品与消费者之间建立联系的作用。本文希望在对影视广告现状研究的基础上提出采用情感营销的具体方式，对以后的影视广告制作及传播起到参考作用。

　　　本文在分析情感营销实施的理论基础和影视广告表现的特殊性后，总结之前影视广告中实施情感营销存在的误区，论述在影视广告中运用情感营销策略的必要性，以案例分析的方式解释各个情感营销方式的具体实施并提出建议，具体如下：①使消费者感受到被关注，正确的表达企业对于目标消费者的重视，维护这部分人的自尊心和社会领域；②年轻的爱情在影视广告中应当主要可以用欢乐愉悦的情境，跳跃性较强的广告画面，鲜艳浓烈的画面色彩来表达，而成熟的爱情在影视广告中应当主要可以用温馨安全的情境，跳跃性较弱的广告画面，柔和温暖的画面色彩；③情感广告以亲情为主题应当首先唤醒消费者对于家人的亲切记忆，表现关爱、思念与牵挂，营造一种温馨氛围；④广告以友情为主题，故事需要有冲突、有矛盾，在冲突和矛盾后，朋友间会更加珍惜彼此，学会相互扶持；⑤站在国家的高度来审视自己的企业对国家带来的有益变化，表达出对民族的美好祝愿，把个人感情提升到民族、国家的高度，引起消费者的民族自豪感。

关键词 影视广告；情感营销；策略

Abstract:In recent years, under the condition that all consumers are inundated by too much information, which results in the traditional film and television advertisements can not attract the attention of consumers, people start to make use of emotional marketing strategy to have film and television advertisements make connections between products and consumers. Based on the research of film and television advertisements at present, I put forward some specific ways of emotional marketing, which may provide reference to the produce and spread of film and television advertisements in the following years.

　　　After analyzing the theoretical basis of carrying out emotional marketing and the particularity that film and television advertisements compare with traditional that shows, I summarize the mistakes that exist in the film and television advertisements which carry out emotional marketing, and also discuss the necessity of using emotional marketing in the film and television advertisements. At the same time, I explain the specific implementation of every kind of emotional marketing by the way of case analysis, and then I make some suggestions. Firstly, consumers should feel that they are focused. We should express properly that enterprises pay much attention to their target consumers and care about their pride. Secondly, young love in the advertisements should be joyful and cheerful situations, stronger jumpy of advertisement vision and strong colorful picture. Mature love in the advertisement should be warm and secure situations, weaker jumpy of advertisement vision and soft picture color, which don’t want to change scene for many times. Thirdly, with family affection as the theme, emotional advertisement should include love, miss and care, which can create warm and sweet atmosphere and arouse consumers’ emotional resonance. Fourthly, with friendship as the theme, the advertisement story should have conflicts and contradictories. Good friendship is almost developed in people’s life experience. Good friends always cherish and support each other. Fifthly, standing at the level of the country, we should think about what our product will bring to consumers and what change will bring to our country, or we can express the expectation to our nation. Meanwhile, we can elevate personal emotion to the level of nation and country, which can arouse consumers’ sense of national pride.

Keywords  TV advertisements  Emotional Marketing  strategy