《欢聚世博·全家都来赛》宣传对策

【Abstract】wWw.shuoshilunwen.com Since 2005, when ’Super Girl’ lost its thunder, Reality TV shows he been dispirited in these years. However, in the second half of 2009, major TV stations initiated their own live shows, most notably the ’Super Family’ by the Dragon TV. In the year of 2010 Expo, the show, as a global family’s talent competition, is the longest and best-known one among Reality TV Shows in the country. It not only got the last ’permission for live show’ issued by S ARFT (State Administration of Radio Film and Television), but also won the special approval for evening prime time for broadcast and S voting. The audience rating of ’Super Family’ hit a new high since the foundation of the Dragon TV, which is due to its great propagation, as well as the innovation of programs form. Now I shall analyze its dissemination strategy in my shallow attempt.Firstly, with reference to Harold D. Lasswell’s ’5W mode’ (communicator, channel, content, audience and the effect), the propagation ideas and values of ’Super Family’ are researched on, leading to a conclusion that ’emotion’ is the core concept of dissemination. Meanwhile, it constructed ’pyramid model’ in order to promote ideas; Then, aspiring by Philip Kotler’s theory,’factors affecting business marketing strategy’, the author analyzes and reforms the process of dissemination and correlated factors.’Super Family’ is based on the idea of dissemination, with which be clarified, the dissemination strategy is reconsidered through the media mix perspective in its second session, thus the inter-dependence among media is found as a particular law and so is the lagging attention by the audience. This also casts an innovative light on its first round of selection promoting, the promoting means, live interacting and regional dissemination strategy.In the third session, details are dealt with such as how to promote popular contesters individually. For example, based on ’uses and gratifications theory’, the autistic child Huangxin and the family advocacy case is analyzed, bridging the audience demand and contesters presenting. In "Ma Sicong drop out event" show, when the program used the "media event" to build an idol, both merits and demerits of the show is well exposed.Large amount of information, data and case studies being analyzed, from aspects from communication studies, sociology, psychology, economics, to management, so is the propaganda strategy to be studied. Now there comes a set of differentiated strategy to be mentioned above in the hope that it is helpful and inspiring.