媒体融合下的广告品牌故事传播研究--以高校学科竞赛中的“大广节学院奖”和“大广赛”为例

Study on the Spread of Advertising Brand Story under the Media Integration--Taking as Examples “The Academy Award of the Chinese College Students Advertising Festival” and “The National College Students Advertising Art Competition” in the Discipline

品牌故事是媒体融合下的广告传播重要载体之一,在品牌差异化的形成,品牌知名度和美誉度的提高上都发挥着不可忽视的作用。本文通过在媒体融合下的广告品牌故事传播研究的基础上,以高校学科竞赛"大广节学院奖"和"大广赛"中获奖的品牌故事为例,分析了品牌故事在广告传播中的重要作用、具体展现、塑造与传播的原则、品牌形象的提升等内容。

Brand story is not only one of the important carriers of advertising communication under the media integration, but it also plays an important role in the formation of brand differentiation and the improvement of brand recognition and reputation. This paper, based on the research onthe spread of advertising brand story under the media integration, takes as examples the brand stories in "The Academy Award of the Chinese College Students Advertising Festival" and "The National College Students Advertising Art Competition" and analyzes the different aspects of the brand story in advertising communication, such as its importance, specific presentation, shaping and spreading principles, brand image improvement, etc.