《广告内幕大公开》课件.ppt

1、Source message representation literacywhy message representationliteracySourcewhy message representationliteracySourcewhy message representationliteracySourceFrom wherewhy message representationliteracySourceFrom where廣告主（advertiser）廣告代理（Advertising agency）廣告製片（Production house）媒體媒體購買公司（media buying

2、 agency）why message representationliteracySourceFrom whereSWOT問題確認創意執行發想現象分析外部分析 環境分析 市場分析 競爭分析 消費者分析內部分析 品牌分析 產品分析綜合分析內部優勢Strength內部劣勢Weakness外部機會Opportunity外部威脅Threatening 找出最具關鍵性的問題所在以創意方法思考解決問題的方案，並由main idea發展slogan、文案與創意表現形式why message representationliteracySourceFrom wherewhy message represen

3、tationliteracySourceFrom wherewhy message representationliteracySourceFrom where廣告商廣告商大眾大眾商品商品製作廣告製作廣告買時段或版面買時段或版面消費消費利潤利潤提供預提供預算算招標招標廣告主廣告主 媒體媒體廣告與媒體的關係播出播出why message representationliteracySourceFrom whereAd&mediawhy message representationliteracySourceFrom whereAd&mediaSource message representati

4、on literacySource messagerepresentation literacygenreSource messagerepresentation literacygenreproductionSource messagerepresentation literacygenreproductionappealSource messagerepresentation literacygenreproductionappealSource messagerepresentation literacygenreproductionappealSource messagereprese

5、ntation literacygenreproductionappealaestheticsSource messagerepresentation literacygenreproductionappealaestheticsSource message representation literacySource message representationliteracyaudienceSource message representationliteracyaudienceIdeologySource message representationliteracyaudienceIdeo

6、logySource message representationliteracyaudienceIdeologySource message representationliteracyaudienceIdeologySource messagerepresentationliteracyaudienceIdeologySource message representation literacySource message representation literacy whatSource message representation literacy whatSource message representation literacy what3 abilitiesSource message representation literacy what3 abilitiesSource message representation literacy what3 abilities1.請同學分享喜歡的廣告，並且試著 進行意識形態分析練習。2.討論：妳有喜歡的品牌嗎？妳喜歡它的理由是？妳覺得品牌的價值在哪？NIKE與中國強差在哪？3.思考本週的討論對於期末展演的方向有何啟發？