数字媒体广告对受众的影响研究

发布时间：2018-02-24 14:11

本文关键词： 数字媒体广告艺术网络广告　出处：《哈尔滨师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：数字媒体出现的新经济时代，在文化产业中成为大众焦点的是最有创意和引导性的数字媒体广告，也是这个领域的焦点。中国的经济也将在世界整体发展趋势中从“中国制造”逐步向“中国创造”转型。从广义上讲，数字媒体是指各种媒体传播的数字形式。数字技术的快速发展，，促进传统领域的信息系统即计算机、通信、广播的衔接，和以产业为基础的数字互动媒体的整合现象，额外的数字创新经济时代可谓来临。中国的数字媒体产业例如：电影、电视、动画、因特网、计算机出版等，早就随时准备好了，时不再来、争分夺秒。国家经济的发展和数字媒体创意产业的发展是相互依存和相辅相成的关系。所谓的广告艺术和表演艺术都是为商品销售的目的而进行的。具有明确的目的性、创造性和实用的诸多限制下的艺术形式。广告是一个特别的艺术形式，是孤立的。在现代艺术里广告遍布了现代艺术的所有领域，是独具一格的，有其独特之处和成长的道路。随着因特网、移动媒体这两种类型的新媒体所代表的数字媒体，在传统的广告媒体环境的行为已经改变了受众的想法和方式。在不同的环境里对受众的影响也是不同的，我尝试着从媒体环境学的角度，用他研究的理论、思路来学习研究广告受众的行为，以此来阐明新广告媒体对受众的选择行为和消费行为的作用以及影响。
[Abstract]:In the new economic era of digital media, the most creative and guiding digital media advertising has become the focus of the public in the cultural industry. It is also the focal point in this field. China's economy will gradually transform from "made in China" to "created in China" in the overall development trend of the world. In a broad sense, Digital media refers to the digital forms of media communication. The rapid development of digital technology promotes the convergence of information systems in traditional fields, that is, computers, communications, broadcasting, and the integration of industrial-based digital interactive media. The era of additional digital innovation economy can be described as coming. China's digital media industries such as film, television, animation, Internet, computer publishing, etc., have been ready for a long time and will never come again. The development of the national economy and the development of the creative industry of the digital media are interdependent and mutually reinforcing. The so-called advertising and performing arts are carried out for the purpose of selling goods. Advertising is a special form of art, which is isolated. In modern art, advertising has spread all fields of modern art, is unique, has its unique place and the way of growth. With the Internet, the digital media represented by the two types of new media, the behavior of the traditional advertising media environment has changed the thinking and the way of the audience. From the angle of media environment, I try to study the behavior of advertising audience with the theory and train of thought of his research, so as to clarify the role and influence of the new advertising media on the audience's choice behavior and consumer behavior.
【学位授予单位】：哈尔滨师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8

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