基于《梦华录》的古装电视剧女性受众传播策略研究

Study on the Female Audience Strategy of Ancient TV Dramas Based on Meng Hua Lu

古装电视剧《梦华录》2022年在各类社交媒体平台上引起了广泛关注和热议。立足于受众分析,从文本内容、宣发渠道、广告营销三个层面,剖析《梦华录》对女性受众主体的特别关注。在此基础上,反思内地改编古装影视剧的发展路线,总结改编古装影视剧的商业化传播趋势,探析其受众策略。

The ancient costume drama Meng Hua Lu garnered extensive attention and discussions on various social media platforms in 2022.Based on audience analysis,this paper examines the focus of Meng Hua Lu on female audience from the three perspectives of text content,promotional channels and advertisement marketing.Building upon this foundation,this paper reflects on the development of China's mainland adapted period dramas,summarizes their commercial communication trends,and analyzes their audience strategies.