基于“互联网思维”视角下的公益广告新型传播策略研究

发布时间：2018-06-18 22:25

本文选题：公益广告 + 病毒营销　；参考：《华东师范大学》2015年硕士论文

【摘要】：公益广告在中国发挥着规范社会行为、改善社会风气的重要作用,为我国道德文化的宣传,国民素质的提高做出了巨大的贡献。但是在近三十年的对其推广发展中,中国公益广告的传播效果和内容制作依然存在着许多不足。本文简要分析了目前国内公益广告的运营机制还不够完善、内容的深刻和受众认同上还需要进一步挖掘和提升、传播途径和渠道尚需进一步拓宽和改善等问题,在互联网时代,要想生存并活得更好,必须抓住机遇、把握互联网的特点,及时发现并应用新的传播方式,以求更好地发挥公益广告的作用。随着互联网的全面普及,类似“病毒传播”等互联网时代独特的信息传播方式从一开始就引起了人们的关注,它们以极低的成本在极短时间内就可以强有力的影响到数量庞大的受众。随着电商和社会化媒体的快速发展,很多品牌、机构、人员利用这一传播方式,创造了许多的优秀传播案例。借势营销、事件营销等不断涌现,相对于公益广告的投入高、耗时长、普及率低、难以被主动传播等相对弱势,运用互联网思维的新型营销方式很值得公益广告有所借鉴。本文主要分析研究了“互联网思维”视觉下的公益广告新型传播策略。
[Abstract]:Public service advertisement plays an important role in standardizing social behavior and improving social ethos in China. It has made great contributions to the propaganda of moral culture and the improvement of national quality. However, in the past 30 years, there are still many deficiencies in the dissemination effect and content production of Chinese public service advertisement. This paper briefly analyzes that the operation mechanism of domestic public service advertisement is not perfect at present, the content and audience identification need to be further excavated and promoted, the communication channels and channels need to be further expanded and improved, and so on, in the Internet age. In order to survive and live better, we must seize the opportunity, grasp the characteristics of the Internet, discover and apply new communication methods in time, in order to play a better role in public service advertising. With the overall popularity of the Internet, the unique information dissemination methods in the Internet era, such as "virus dissemination", have attracted people's attention from the beginning. They can reach a large number of audiences at very low cost in a very short period of time. With the rapid development of ecommerce and social media, many brands, institutions and personnel have created many excellent communication cases. Compared with the high investment, long time consuming, low popularizing rate and difficult to spread actively, the new marketing method of using Internet thinking is worthy of reference. This paper mainly analyzes and studies the new communication strategy of public service advertisement under the vision of Internet thinking.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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