数字化时代新型广告受众研究

发布时间：2018-02-26 04:12

本文关键词： 数字化广告受众网络传播数字广告　出处：《新闻爱好者》2017年10期 　论文类型：期刊论文

【摘要】：传播技术的发展一直是推动社会传播发展的主导力量,新的传播技术的出现会形成新的社会媒介形态,而新的媒介形态必然会对广告的传播效果、广告受众等产生影响,数字技术为世界各国的营销研究与营销实践带来了极大的挑战,数字技术催生数字媒介,而数字媒介作为新的广告载体,必然激发广告从内涵到外延的改变。数字化时代广告的变化与发展也成为广告研究的重点课题。受众也有别于传统媒体广告受众,新型广告受众可以选择、评论广告信息,甚至参与广告传播,依据自身的知识结构、价值理念等对广告表现进行个性化解读,甚至可以赋予其新的含义结构等。数字化时代新型广告受众的这些特征,带给现代广告业新的机遇和挑战。
[Abstract]:The development of communication technology has always been the leading force to promote the development of social communication. The emergence of new communication technology will form a new form of social media, and the new form of media will inevitably have an impact on the effect of advertising, advertising audience and so on. Digital technology brings great challenge to the marketing research and marketing practice in the world. Digital media is the new advertising carrier. The change and development of advertising in the digital age has also become a key topic of advertising research. The audience is different from the traditional media advertising audience, the new advertising audience can choose and comment on advertising information. Even participate in advertising dissemination, according to their own knowledge structure, value concept and so on to conduct personalized interpretation of advertising performance, or even give it a new meaning structure, etc. Digital era of new advertising audience of these characteristics, It brings new opportunities and challenges to the modern advertising industry.
【作者单位】：郑州大学体育学院;
【基金】：湖南省教育科学“十二五”规划青年项目“地方院校广告学实践性教学的平台建设研究”(项目编号:XJK015QGD002)
【分类号】：F274;F713.8;G206

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