数字技术下广告的发展演进研究

发布时间：2018-01-30 06:53

本文关键词： 数字技术广告演进信息流与物流平台广告搜索引擎大数据　出处：《武汉大学》2014年博士论文　论文类型：学位论文

【摘要】：技术创新是社会发展的主要动力之一,当数字技术不断进步,数字媒介也必然会随之发生一系列变化,本文按照数字技术——数字媒介——数字广告的思路进行论述。首先把数字技术背景下数字媒介的发展变迁作为研究广告发展演进的前提,阐述了技术、社会与媒介之间的相互关系,指出技术对社会和媒介的驱动作用,然后按照数字技术发展的轨迹,将数字媒介发展概括为Web1.0、Web2.0和从搜索引擎到数据挖掘。认为在Web1.0时代,基于海量信息储存与海量信息传输,以及互联网的超链接技术,数字媒介将突破传统媒介信息容量的限制与媒介使用的限制。由于信息渠道的多元与信息的无限丰富,以及互联网的信息搜寻技术,极大降低了受众的信息搜寻成本,从而也极大地削减了传统媒体传播中的信息不对称。在Web2.0时代,由于信息传播的交互性,以及信息传播的受众参与,使受众经验的即时分享成为可能,使传者与受众的多重互动成为可能。随着搜索引擎的广泛应用和数据挖掘与分析技术的不断成熟,而互联网庞大的信息数据库及其强大的后台分析技术,使互联网信息的精准传播、精准匹配成为可能。这些变化使数字广告传播模式的重构成为可能。在数字技术的驱动下,广告也随之不断地发展变化。其形态演进遵循达尔文进化理论的遗传、变异、蜕变的法则和逻辑路线；其观念演进需要对广告生存形态和广告功能进行从新认知,即广告生存形态的“泛形态化”和“资讯化”,广告完全信息告知功能的高层次回归；其产业则呈现平台化和整合化趋势。广告传播发展演进的过程中,在互联网信息多元化平台上,由于数字压缩技术、超链接技术的驱动,使媒介突破时空、传播容量的限制,克服了传统广告单向直线式传播的缺陷；也使广告形态呈多样化展现,演绎了广告形态从遗传到变异,再到蜕变的过程。而物流平台上由于信息流、物流的整合,印证了广告平台化整合的趋势,使营销与传播整合的理想状态得以实现。搜索引擎技术在带来广告盈利模式和运作模式的改变的同时,随着搜索引擎作为互联网入口的作用的不断扩大,打破了门户网站的中心地位,吸引了大量的网民浏览,为专业化数据库的构建奠定了坚实的基础,使广告的精准匹配得以实现,极大地提高了广告传播的效果。大数据时代的到来,更是颠覆了人们的商业思维习惯,构建了以数据为核心资产的大数据产业。也给广告的发展带来了革命性的变革,颠覆了传统的广告管理和运作模式,建立了以全样本市场调查为基础的广告决策模式,使科学的营销传播决策成为可能。同时带来广告业态的全新变革,如存储和出售数据产品的公司的建立,以数据挖掘与分析为基础的咨询服务公司的出现,帮助企业进行品牌提升并提供解决方案的机构,等等。广告传播发展演进的过程,充分说明了技术是当今社会经济发展的决定性因素,数字技术是数字广告发展演进的根本动力。
[Abstract]:Technology innovation is one of the main motive force of social development, when the digital technology continues to progress, digital media also will produce a series of changes, this paper deals with digital technology -- digital media, digital advertising ideas. Firstly the development background of digital media in digital technology is the premise of advertising development evolution, describes the technology and the relationship between the society and the media, pointed out that the driving effect of technology on social media, and then follow the track of the development of digital technology, digital media development will be summarized as Web1.0, Web2.0 and data mining from the search engine to the data. It is considered that in the Web1.0 era, massive information storage and information transmission based on hyperlink technology and the Internet digital media, traditional media and media will break through the limit of the information capacity. Because of restrictions on the use of multiple channels of information and information without The rich, and the Internet information search technology, which greatly reduces the cost of searching information for the audience, thus greatly reduce the information asymmetry of traditional media. In the Web2.0 era, due to the spread of information interaction, information dissemination and audience participation, so that the audience experience sharing possible, make multiple interactive transmission with the audience possible. With the wide application of search engine and data mining and analysis of the maturity of the technology and the Internet, a large database of information and strong background analysis technology, the accurate dissemination of information on the Internet, accurate matching is possible. These changes make the reconstruction of digital model of advertising communication possible.
In the drive of digital technology, advertising also will continue to develop and change. The evolution of genetic variation, following Darwin's theory of evolution, the transformation rule and the logical route; the concept of evolution to advertising forms and advertising function from the new cognition, namely advertising existence form of "Pan form" and "information" high level ad complete information notification function regression; its industry is showing platform and integration trend.
The process of advertising communication development, diversification in Internet information platform, the digital compression technology, driven hyperlink technology, the media dissemination of break time and space, capacity constraints, and overcomes the defect of the traditional advertising communication line one-way; also make advertising form diversified show, interpretation of advertising forms from genetic mutations. To the transformation process. And the logistics platform due to the flow of information, logistics integration, confirms the advertising platform integration trend, the ideal state of marketing and communication integration can be achieved. The search engine technology in advertising profit model and operation mode change at the same time, along with the Internet search engines as the role of the entrance continue to expand, breaking the center position of the portal site, attracting a large number of Internet users, and lay a solid foundation for the construction of professional database, make the advertisement precise Matching can be achieved, greatly improves the effect of advertising communication. The big data era, is to subvert the people's business thinking habits, build the big data industry data as the core assets. But also to the development of advertising has brought a revolutionary change, the subversion of the advertising management and the traditional mode of operation, set up advertising decision mode to the full sample market survey as the foundation, make marketing decision science possible. At the same time bring new changes in advertising formats, such as the establishment of storage and sales data products company, in data mining and analysis based Consultation Service Co, help enterprises to enhance the brand and provide solutions for organizations, and so on.
The evolution of advertising communication shows that technology is the decisive factor in the development of social economy. Digital technology is the fundamental driving force for the development and evolution of digital advertising.

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F713.8

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