二维码广告传播的问题与对策研究

发布时间：2018-04-15 07:05

本文选题：二维码广告 + 传播过程　；参考：《辽宁大学》2015年硕士论文

【摘要】：二维码广告作为连接线上和线下的入口,它的发展为广告行业注入了新的活力,但同时它在传播过程中也面临着许多问题。因此本文主要立足于二维码广告传播的问题研究,并根据问题提出相应的解决对策。首先,本文对二维码广告传播进行了相关阐述和界定,其中主要包括二维码概念、二维码发展历程和特点、二维码广告以及二维码广告传播过程。根据理论,本文依托斯特恩的“改进的广告传播模式”和韦伯斯特的“广告传播终极模式”,对广告样本进行了现状的描述和分析,为后文问题的发现和提出提供了理论基础和现实依据。其次,在对二维码广告传播现状分析的基础上,本文重点研究了二维码广告传播中存在的问题,主要从传播内容、受众认知、传播效果和传播安全这四个方面进行了相关的探讨。在传播内容上,主要表现为形式单一、链接内容单调、缺乏诱导和指导扫码因素;在受众方面,主要存在认知和扫码习惯上的问题以及中老年群体难以同化的问题;在传播效果上,主要是说服效果和长期效果监测不力;在传播安全方面,则表现为二维码广告监管不力,存在安全隐患,容易成为手机病毒、钓鱼网站传播的新渠道。最后,针对二维码广告传播中存在的问题,本文提出了相应的解决对策,包括在传播内容上,要注重创新性,提升用户的参与度;在受众认知上要注重受众本位,以用户体验为本;在传播效果上,要注重二维码广告的说服性和长期性;在传播安全上,则要企业、受众和相关监管部门三管齐下,以规避安全隐患、维护二维码广告传播的安全。
[Abstract]:As the entrance of the connection line and offline, the development of the QR code advertisement injects new vitality into the advertising industry, but at the same time, it also faces many problems in the process of communication.Therefore, this paper is mainly based on the study of the spread of two-dimensional code advertising, and puts forward the corresponding solutions according to the problems.First of all, this paper has carried on the related elaboration and the definition to the two dimensional code advertisement dissemination, which mainly includes the two dimensional code concept, the two dimensional code development course and the characteristic, the two dimensional code advertisement and the two dimensional code advertisement dissemination process.According to the theory, based on Stern's "improved advertising communication model" and Webster's "advertising communication ultimate model", this paper describes and analyzes the current situation of advertising samples.It provides the theoretical basis and practical basis for the discovery and presentation of the following problems.Secondly, on the basis of the analysis of the present situation of the spread of the two-dimensional code advertisement, this paper focuses on the problems existing in the spread of the two-dimension code advertisement, mainly from the content of the communication, the audience cognition,The communication effect and communication security are discussed in four aspects.In the content of communication, the main forms are single form, the link content is monotonous, the lack of guidance and guidance factor, in the audience, there are mainly problems of cognition and the habit of code scanning and the difficulty of assimilation of the middle and old age group.In the communication effect, mainly the persuasion effect and the long-term effect monitoring is weak; in the dissemination security aspect, the performance is that the QR code advertisement supervision is weak, the existence security hidden danger, is easy to become the mobile phone virus, the phishing website dissemination new channel.Finally, in view of the problems existing in the spread of QR code advertisement, this paper puts forward the corresponding solutions, including in the content of communication, we should pay attention to innovation, enhance the participation of users, and pay attention to the audience standard in the audience cognition.Based on the user experience; in the communication effect, we should pay attention to the persuasion and long-term nature of the QR code advertising; in the communication security, enterprises, audiences and relevant regulatory authorities should take a three-pronged approach in order to avoid the hidden dangers of security.Maintain the safety of the spread of QR code advertising.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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