植入式网络视频广告及其互动性分析

发布时间：2018-01-14 05:25

本文关键词：植入式网络视频广告及其互动性分析　出处：《哈尔滨工业大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本文以植入式网络视频广告作为研究对象,重点分析其互动性。本文将植入式网络视频广告界定为:基于互联网技术,将产品或品牌信息及其代表性的视觉符号甚至品牌理念策略性融入网络视频内容之中,构成了网络受众真实观看或通过联想所感知到的情节的一部分,在网络受众关注的状态下将商品或品牌信息传递给网络受众,并刺激网络受众进行互动,让网络受众留下对产品及品牌印象,继而达到营销目的的广告形式。它是宽带技术、流媒体技术、视频检索技术以及网络平台技术支持下的、具有较强互动性的一种新媒体广告。通过对大量实例的搜集疏理,本文将植入式网络视频广告进行了分类。按照传播方式的不同,将其划分为将其划分为“一对一”传播、“一对多传播”和“多对多传播”三种类型。从传播学角度分析出植入式网络视频广告具有超时空的传播广度、超功利的传播理念、以及高度针对性的传播维度等特点。同时,本文特别分析了依托于高新技术的植入式网络视频广告不同于以往传统广告和早期网络广告的审美特点,具体表现在广告创意以及艺术表现等方面展现出全新的美学特征;特别是其强大的互动性,给广告带来了无穷无尽的活力。而植入式网络视频广告互动性,正是基于受众心理认知的需求、科技发展的刺激和媒体角色的变革的深层动因。植入式网络视频广告的互动模式也是本文分析的一个重点,植入式网络视频广告的互动性不仅体现在网络受众与广告信息和广告主之间互动,而且网络受众之间也存在着密切的互动。这种互动模式的变化,形成了植入式网络视频广告区别于其它广告形式的互动特点:依托高科技手段的互动、信息传播循环往复的互动、即时性的情境推动的互动。在大量实例研究的基础上,本文探讨了植入式网络视频广告互动性的价值,认为这种新型的广告形式增强了广告受众的主导地位,创造了沉浸式广告的审美体验,实现了广告的功利性与艺术的超越性的融合,模糊了虚拟生存与现实世界的界限。
[Abstract]:This paper focuses on the interactivity of implantable online video advertising, which is defined as: based on Internet technology. The product or brand information and its representative visual symbols and even brand ideas are strategically integrated into the network video content, which constitutes a part of the plot that the network audience views or perceives through association. Under the condition that the network audience pays attention to the product or brand information to the network audience and stimulate the network audience to interact to make the network audience leave the impression of the product and brand. With the support of broadband technology, streaming media technology, video retrieval technology and network platform technology, it is a new media advertisement with strong interaction. Through the collection of a large number of examples, this paper classifies the embedded network video advertising. According to the different communication methods, it is divided into "one-to-one" communication. Three types of "one-to-many" and "many-to-many". From the point of view of communication, the author analyzes the idea that the implanted network video advertisement has the spread breadth and utility of transcending time and space. At the same time, this paper especially analyzes the aesthetic characteristics of the embedded video advertising based on high and new technology, which is different from the traditional advertising and early online advertising. It shows new aesthetic characteristics in the aspects of advertising creativity and artistic expression. Especially its strong interactivity has brought endless vitality to the advertisement. And the interactivity of the embedded network video advertisement is precisely based on the needs of the audience's psychological cognition. The stimulation of the development of science and technology and the deep motive of the change of the media role. The interactive mode of the embedded network video advertisement is also one of the emphases of this paper. The interactivity of implantable network video advertisement is not only reflected in the interaction between network audience and advertising information and advertisers, but also in the close interaction between network audience. It forms the interactive characteristics of implantable network video advertisement which is different from other advertising forms: relying on the interaction of high-tech means, information dissemination cycle interaction, instant situational interaction. On the basis of a large number of examples, this paper discusses the value of the interactivity of embedded network video advertising, and thinks that this new form of advertising enhances the dominant position of the advertising audience. It creates the aesthetic experience of immersive advertising, realizes the fusion of utilitarianism and transcendence of art, and blurs the boundary between virtual existence and real world.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.8

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