企业宣传片创作现状分析及策略研究

发布时间：2018-05-08 17:03

本文选题：企业宣传片 + 创作　；参考：《河北师范大学》2014年硕士论文

【摘要】：随着影视技术的迅猛发展，企业宣传片在许多国家和地区得到了广泛的应用，，积极推动着各行各业的发展。企业宣传片是企业品牌塑造的优选途径，它在企业发展中起到了至关重要的作用。但是很多人在对于企业宣传片的理解上还存在着偏差。本文将通过文献研究法和经验总结法，阐述企业宣传片的概念、特征、发展、作用及制作流程，在阐述过程中结合本人拍摄企业宣传片的经验加入了自己对企业宣传片的理解。企业宣传片从其本身的表现方式来讲可以通过文字、声音、视频、图片、动画、特效等在视觉和听觉上“刺激”受众，让受众产生美感，从而对企业的产品或者服务形成认可，对企业产生良好的印象，建立对企业的信任度。从内在来看，优秀的企业宣传片可以通过企业文化的传递来打动受众的内心，使受众和企业宣传片形成共鸣，感化受众，从而完成对企业的形象树立和品牌塑造。但是目前企业宣传片在创作过程中无论从形式还是内容上都存在问题，例如内容枯燥无趣、格式千篇一律、创意缺乏策略、忽视企业文化等等，本文将通过经验总结法和案例分析法针对企业宣传片创作中出现的问题提出解决方法和策略，阐述如何才能创作出科学有效的企业宣传片。通过研究为企业推销产品或者服务、传播精神文明、提高竞争力、塑造企业品牌等等提供有效帮助，为影视行业创作企业宣传片提出建议。
[Abstract]:With the rapid development of film and television technology, enterprise propaganda film has been widely used in many countries and regions, actively promoting the development of various industries. Enterprise propaganda film is the best way to create enterprise brand, and it plays a vital role in the development of enterprise. But a lot of people still have a deviation on the understanding of the enterprise propaganda film. This article will explain the concept, characteristic, development, function and production flow of enterprise propaganda film through literature research method and experience summary method. In the process of expounding, I will add my own understanding of enterprise propaganda film with my own experience of making enterprise propaganda film. Enterprise propaganda films can "stimulate" the audience through words, sounds, videos, pictures, animations, special effects, etc., from their own ways of expression, so that the audience will have a sense of beauty, thereby forming an acceptance of the products or services of the enterprise. Create a good impression on the enterprise and establish trust in the enterprise. From the internal point of view, the excellent corporate propaganda film can move the heart of the audience through the transmission of corporate culture, make the audience and enterprise propaganda film resonate, influence the audience, and thus complete the establishment of the image of the enterprise and brand shaping. But at present, in the process of creating corporate propaganda films, there are problems in both form and content, such as boring content, uniform format, lack of creative strategies, neglect of corporate culture, and so on. In this paper, through the experience summary method and the case analysis method, we will put forward the solution method and the strategy to solve the problems in the enterprise propaganda film creation, and explain how to create the scientific and effective enterprise propaganda film. Through the research for enterprises to promote products or services, spread spiritual civilization, improve competitiveness, shape the enterprise brand and so on to provide effective help, for the film and television industry to create enterprise propaganda film put forward suggestions.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J959;F274

【参考文献】