| NIKE体验式电视广告的视听语言分析 |
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| 引用本文： | 尹佳,尹超.NIKE体验式电视广告的视听语言分析[J].湖南大众传媒职业技术学院学报,2007,7(4):38-41. |
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| 作者姓名： | 尹佳 尹超 |
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| 作者单位： | 1. 湖南大学新闻与传播学院,湖南长沙410082
2. 湖南大学设计与艺术学院,湖南长沙410082 |
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| 摘 要： | 21世纪正在进行着一场深刻的行销革命,即从传统的产品功能行销转向体验行销。NI-KE作为体育运动用品的第一品牌在体验营销上一直走在行业的前列。文章通过分析NIKE体验营销策略在电视广告视听语言上的表现方法,以期从战略到战术的执行力上,为当代中国正在推动体验营销进一步向前发展的广告业界探索者提供有益的参考和启发。
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| 关 键 词： | NIKE 体验营销 电视广告 视听语言 |
| 文章编号： | 1671-5454（2007）04-0038-04 |
| 修稿时间： | 2007-05-10 |
Analysis of the Visual and Audio Language in Nike's Advertisements |
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| YIN Jia,YIN Chao.Analysis of the Visual and Audio Language in Nike''''s Advertisements[J].Hunan Mass Media Vocational Technical College(Mass Media),2007,7(4):38-41. |
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| Authors: | YIN Jia YIN Chao |
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| Institution: | Communication College, Hunan University ; Designing and Art College, Hunan University, Changsha, Hunan 410082 |
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| Abstract: | An influential revolution is taking place in the marketing field.The traditional product marketing has been changed into a kind of experiencing marketing.Nike is the leader of experiencing marketing.This paper analyzes the visual and audio language of the advertisements produced by Nike and attempts to find some meaningful experience for the Chinese advertisement field. |
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| Keywords: | Nike experiencing marketing TV advertisement visual and audio language |
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