共情传播视角下新媒体广告的创新策略研究——以美团优选“焕新三部曲”为例
Research on Innovative Strategies of New Media Advertising from the Perspective of Empathic Communication—A Case Study of “Refresh Trilogy” by Meituan

近几年，以人文主义为核心、旨在与观众达成共情的广告频频出圈。其中，美团优选的“焕新三部曲”系列在2022年10~12月间每月发布一条，以其独特的共情表达，在互联网平台实现了口碑与热度的双高。本文围绕共情传播的视角，以“焕新三部曲”广告为例，分析了该系列广告片在塑造人物、烘托氛围、构建情境、营造在场感等方面的共情传播策略，并进一步探讨这种策略的可优化之处，及其带给其他品牌的相关启示。
In recent years, humanism as the core, aiming to reach empathy with the audience of the advertisement frequently appeared in the circle. Among them, Meituan’s preferred “Refresh trilogy” series will be released every month from October to December 2022, and with its unique expression of empathy, it has achieved a double high of reputation and heat on the Internet platform. Based on the perspective of empathy communication, this paper analyzes the empathy communication strategy of the series of advertisements in shaping characters, setting off atmosphere, constructing context and creating sense of presence, and further discusses the optimization of this strategy and the relevant enlightenment to other brands.