移动互联网背景下场景理论在植入广告中的应用研究

发布时间：2018-04-23 11:12

本文选题：场景理论 + 场景营销　；参考：《浙江传媒学院》2017年硕士论文

【摘要】：移动互联时代,传统广告所沿用的媒介投放在互联网媒介中收效甚微,而随着国家广电总局对传统广告的限制力度进一步加强,品牌主和广告营销者越来越倾向植入式广告,但随着国内植入式广告的增多和市场繁荣发展,渐渐出现植入式广告和所植入的影视作品场景不符,受到观众反感,降低传播效果的现象。而在面对移动互联的场景传播时代,场景营销成为了互联网数字营销中重要的营销手段之一,作为一种商业现象,场景营销的背后是基于移动智能设备的普及,和大数据对消费者的位置定位及可穿戴设备收集的用户行动轨迹分析,针对用户个性和行为习惯偏好所传达的精准营销行为。本文试图找出场景营销的理论来源,通过社会学和传播学中关于场景理论的解释来理解广告业界对于场景的使用和未来场景作为一种符号价值能在广告营销中,尤其是当将场景理论应用在植入式广告中,与传统植入式广告中简单的场景植入不同,当场景的内涵意义被开发后,植入式广告中的场景在作为一种媒介形式之外,还将作为媒介内容更好的融合产品特性及品牌调性,通过应用场景理论的植入式广告,完成对植入式广告形式的创新升级,达到更好的传播效果。
[Abstract]:In the era of mobile interconnection, the traditional advertising media has little effect on the Internet media. However, with the State Administration of Radio, Film and Television (SARFT), the restrictions on traditional advertising have been further strengthened, and brand owners and advertisers are increasingly inclined to implant advertisements. However, with the increase of domestic implantable advertising and the prosperity of the market, the phenomenon that the implantable advertisement and the scene of the implanted film and television works are not consistent gradually appears, which is repugnant to the audience and reduces the effect of communication. In the era of mobile internet scene communication, scene marketing has become one of the most important marketing methods in Internet digital marketing. As a commercial phenomenon, scene marketing is based on the popularity of mobile intelligent devices. And big data on the location of consumers and wearable devices collection of user trajectory analysis of the user's personality and behavior habits and preferences to convey the precise marketing behavior. This paper tries to find out the theoretical source of scene marketing and to understand the use of scene and future scene as a symbolic value in advertising marketing through the interpretation of scene theory in sociology and communication. Especially when the scene theory is applied to the implantable advertisement, it is different from the simple scene implantation in the traditional implantable advertisement. When the connotation meaning of the scene is developed, the scene in the implantable advertisement is outside as a media form. It will also be a better integration of product characteristics and brand tone as the media content, through the application of the scene theory of implantable advertising, to complete the innovation and upgrading of the form of placement advertising, to achieve a better communication effect.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F274

【相似文献】