新媒体时代背景下户外广告价值研究

发布时间：2018-01-05 07:33

本文关键词：新媒体时代背景下户外广告价值研究　出处：《河北师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：户外广告的发展历史悠久,店铺招牌和幌子是我国早期户外广告的典型代表形式。改革开放后我国经济稳步提升,科学技术不断创新促进广告业迅速发展,各种新型的户外广告形式层出不穷,起到了拉动城市经济,点缀城市环境,宣传城市精神文化内涵的作用。户外广告以其丰富的表现形式、有效的信息传播、经济实惠的成本投入等众多优势备受广告主的推崇,带动我国广告市场的发展。然而在互连网高速发展的今天,网络带给人们无限可能,以网络为基础的电子商务平台的产生改变了人们的消费方式,智能手机中具备各种功能的应用APP丰富了人们的休闲时间,以互联网、智能移动终端为代表的新媒体广泛应用使人们的生活方式和生活环境都发生了巨大的变化。新媒体以其获取信息的便利性、发布信息的实时性、信息流通的互动性、效果评估的可控性、表现形式的多样性等特点受到广告主和受众的喜爱。户外广告在关注度和户外资源等方面受到新媒体冲击,传统户外媒体的市场份额被瓜分,数字技术使户外广告形式、传播效果和传播环境发生了新的变化。同时,户外广告自身的发展存在着一些不足,劣质户外广告造成城市环境的视觉污染,政府对城市中的户外广告进行了强制性的管理规划导致其生存空间减小。还有一些户外广告因为缺乏广告创意,缺少视觉冲击力而被每天层出不穷的庞大的信息量给覆盖。针对户外广告发展的社会背景及生存现状,结合大量的文献、学术论文、期刊文章,通过数据统计分析新媒体在当今广告媒体环境中的地位和影响以及户外广告的发展状态,搜集经典户外广告案例探究户外广告在众多广告媒体中的独特价值,即:户外广告的传播价值、市场价值、审美价值。面对新媒体时代的到来,户外媒体与新媒体从竞争走向融合,数字化户外新优势带动广告行业发展,媒体融合带来多元化的用户体验增加户外广告新价值。
[Abstract]:The development of outdoor advertising has a long history, shop signs and front is the typical representative form of our early outdoor advertising. After the reform and opening up, China's economy has steadily improved, science and technology innovation to promote the rapid development of advertising industry. A variety of new forms of outdoor advertising emerge in endlessly, has played a role in stimulating the urban economy, embellishing the urban environment, promoting the spiritual and cultural connotation of the city. Outdoor advertising with its rich forms of expression, effective information dissemination. Many advantages, such as economical cost input, are highly praised by advertisers, driving the development of China's advertising market. However, with the rapid development of the Internet today, the network brings people unlimited possibilities. The emergence of e-business platform based on network has changed the way people consume. The application of APP with various functions in smart phone enriches people's leisure time by Internet. The extensive application of new media represented by intelligent mobile terminal has changed people's life style and living environment greatly. New media has the convenience of obtaining information and the real-time of releasing information. The interactivity of information flow, the controllability of effect evaluation, the diversity of forms of expression and other characteristics are loved by advertisers and audiences. Outdoor advertising is impacted by new media in the aspects of attention and outdoor resources. Traditional outdoor media market share has been divided, digital technology has made outdoor advertising form, communication effect and communication environment has a new change. At the same time, outdoor advertising itself has some shortcomings. Poor quality outdoor advertising caused the visual pollution of the urban environment, the government made mandatory management planning of outdoor advertising in the city, resulting in its living space reduced. There are also some outdoor advertising because of the lack of advertising creativity. The lack of visual impact is covered by the huge amount of information produced every day. In view of the social background and survival status of the development of outdoor advertising, combined with a large number of literature, academic papers, journal articles. Through the statistical analysis of the new media in the current advertising media environment and the status of the development of outdoor advertising, collection of classic outdoor advertising cases to explore the unique value of outdoor advertising in numerous advertising media. That is: the communication value, market value and aesthetic value of outdoor advertising. Facing the arrival of new media era, outdoor media and new media from competition to integration, digital outdoor new advantages to promote the development of advertising industry. Media integration brings a diverse user experience to add new value to outdoor advertising.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8

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