實境秀廣告之創作研究

Abstract

自從網路改變了廣告模式，許多新穎的廣告手法陸續出現，諸如微電影、懶人包動畫、素人介紹影片、以及實境秀廣告；實境秀廣告兼具了實際體驗的真實性、與廣告影片的戲劇性，透過預先設計的情節和裝置、與受測者的反應等方式，來塑造品牌形象或傳達產品訊息，讓消費者在觀看時彷彿自己也置身現場，進而對品牌產生好感與認同。本研究之目的在探討實境秀廣告的發展概況、再依相關結果的觀點進行實境秀廣告創作。在研究方法上，先彙整相關學理進行次級資料分析，再以個案研究法，歸納與分析出可依循的實境秀廣告創作方向，最後藉由實際創作實境秀廣告，以驗證相關的理論。研究結果發現，創作實境秀廣告須從目標對象的洞察出發，腳本的設計需兼具生活化與出乎意料的橋段，而在拍攝剪輯時，則需達到真實性與戲劇化的平衡。另外，在研究過程中亦發掘出企業主可選擇實境秀廣告作為宣傳方式的標準。本研究之創作作品實際於網路影音平台上播放時，已獲得相當熱烈的評價，於Youtube與facebook上獲得超過4百萬的點擊次數。本研究為國內首次針對實境秀廣告，作深入的分析與探討；亦是第一份擁有實際創作作品的研究論文，盼此成果，能對於未來企業主與廣告代理商在行銷規劃方面，提供有效益的實境秀廣告建議與創作方向。

Since the internet become one of the major media plate form, the advertising method is changing. There are many new modes for the advertising, ex: micro movie, animation for dummies, ordinary person interdiction video and reality show advertising. As for the reality show advertisement that combines dramatic and reality. Through the setting situation, device and the reaction for the subject’s to build up the brand image or deliver the message. The research for this thesis is to discuss the development of the reality show advertisement and follow the research result to create a new advertisement. There are three stages for the research: First , analyzing the adverting theory and case study for the reality show advertising. Second, cross-reference the finding on last to discover the trails. Third, creating a new reality show advertisement as evidence for the finding. This research shows for the reality show advertising, the target audience insight is the key, the storyboard has to close to everyday life and also have un-expected surprise. As for the modifying, the balance of dramatic and reality is the most important principle. Meanwhile, this research is also discover a stander that can be the use while business owner planning the communication activities. The case from the research is already played on the online media plate form ex: Youtube, Facebook and so on. There are over 4 millions people watch it. I truly hope this research can be really good reference for advertising agency and business owner in the future.