本科论文摘 要随着互联网的迅速发展，视频平台如雨后春笋般的出现，网络视频平台一直以收取广告费用为主要收入来源，但在宣传自身方面的广告投入比例很小。经过前期对芒果 TV 的定位、功能、市场环境和竞争对手等方面分析之后，了解到芒果 TV 成立至今已有六年，以优质的综艺独播节目吸引数量庞大的年轻群体，极富创新性的内容和优质的前期及后期技术得到用户的强烈认可。但芒果 TV 的亮点也造成了它的短板极其明显，尤其是近几年的短视频 APP 急速兴起，在年轻人这个市场里分得了不小的份额，在一定程度上影响了芒果 TV 的用户群体。在腾讯视频、爱奇艺等强劲的竞争对手与短视频这股新兴势力的夹击之下，芒果 TV 急需一条新的出路拓宽用户层，加强在视频平台中的地位。因此，本文根据时下热点出发，为芒果 TV 开拓新的用户群体，从制作的影视广告的创作综述、创作依据、创作过程等方面出发，探讨广告制作流程与使用的技术手段。希望通过该作品让更多的受众了解芒果 TV，也通过此作品为更多的受众与年轻人带去积极向上的力量。关键词：芒果 TV；影视广告；网络视频平台本科论文AbstractWith the rapid development of the Internet, video platforms are springing up. Online video platforms have been charging advertising as the main source of revenue, but the proportion of advertising investment in the aspect of advertising itself is very small. After analyzed the positioning, function, market environment and competitors of mango TV in the early stage, it is understood that mango TV has been established for six years, attracting a large number of young groups with high-quality variety unicast programs, highly innovative content and high-quality technologies in the early and later stages are strongly recognized by users. But the bright spot of mango TV also causes its short board to be extremely obvious, especially the rapid rise of short video app in recent years, which has won a large share in the market of young people, to a certain extent, affected the user group of mango TV.Under the at...
