网络Banner广告说服策略研究

发布时间：2018-02-26 09:06

本文关键词： 网络Banner广告说服说服策略　出处：《山东师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：网络技术的进步带来了互联网的飞速发展。作为信息传播新媒介的互联网直接冲击着传统媒介的格局，破坏了传统社会信息环境，使得媒介环境不断变革。随着承载广告信息的新形式层出不穷，加之以电视、报纸、杂志、广播等传统广告形式，对网络Banner广告而言，其可谓是“四面楚歌”，网络Banner广告的说服效果不能同日而语，以至于有学者发表言论，认为网络Banner广告正在走向消亡。网络Banner广告真会因媒介环境的变化而走向消亡吗，这不禁让我们反思。网络Banner广告作为一种营销的手段和策略，具有传统广告及其他网络广告形式所不具备的特点，如网络媒介本质带来的交互性、偏向空间媒介本质带来的广泛阅读性等。我们必须认识到网络Banner广告在整合营销中的重要作用，特别是在网络营销中，Banner广告充当着先锋队、排头兵的角色，它直接决定了浏览者会不会深入了解广告中宣传的内容，这是网络营销成功说服消费者的前提之一。所以，网络Banner广告不会走向消亡，就像电视产生后报纸没有消失似的。在新的媒介环境下，网络Banner广告关键是要在激烈的竞争环境中找好定位，发挥自身优势、弥补自身不足，不断的改进创新，在整个营销推广过程中与其他营销手段相配合来增强自身的说服效果。那么，如何增强Banner广告的说服效果成为当务之急。本文通过对Banner广告的产生、特点、说服理论、影响因素等进行介绍，使读者对Banner广告有一系统性的认识，通过对文献资料的总结及对网络Banner广告实际应用情况的调研，找出影响其说服效果的主要问题，并根据存在问题以从广告设计到传播为主线提出一系列的解决策略。本文主要分为四个部分：第一部分系统介绍Banner广告的概念、特点，力求在宏观上对Banner有一整体的认识。网络Banner广告具有网络媒介本质带来的交互性，偏向空间的媒介本质所带来的广泛阅读性，非线性阅读方式带来的整体性、并发性传播，视觉特性的冷媒介性。第二部分主要阐述了Banner广告构成要素、理论模型及心理实质，着力分析了说服理论模型的影响因素，，为下文提出说服过程中存在问题奠定了理论基础。Banner广告的构成要素主要有色彩、文字、图形图像、版式等，其说服的心理实质是通过信息传达，使得受众态度与说服者预期态度达成共识。第三部分通过问卷的调查及对数据的统计分析，结合影响说服效果的因素找出网络Banner广告存在的问题。第四部分，针对网络Banner广告存在的问题，结合传播学、广告学、设计艺术学等相关学科，以广告设计到传播为主线提出一系列解决策略，如Banner广告观念策略、定位策略、内容策略、表现策略、传播策略，希望对网络Banner广告以后的发展有所效用。
[Abstract]:The progress of network technology has brought the rapid development of the Internet. As a new medium of information dissemination, the Internet is directly impacting the pattern of traditional media and destroying the information environment of traditional society. With the emergence of new forms of advertising information and traditional advertising forms such as television, newspapers, magazines, radio and so on, as far as Banner advertising is concerned, It can be described as "embattled in all directions". The persuasive effect of Banner advertising on the Internet is not the same as that of other countries, so that some scholars have expressed the opinion that the Internet Banner ads are dying out. Will the network Banner advertisements really die out because of the changes in the media environment? This can not help but let us reflect. As a means and strategy of marketing, network Banner advertising has the characteristics that traditional advertising and other network advertising forms do not have, such as the interactivity brought by the essence of network media. We must recognize the important role of online Banner advertising in integrated marketing, especially in the role of vanguard and vanguard in online marketing. It directly determines whether the viewer will understand the content of the advertisement in depth, which is one of the prerequisites for successful online marketing to convince consumers. Therefore, the online Banner advertising will not die out. In the new media environment, the key to network Banner advertising is to find a good position in the fierce competition environment, give play to their own advantages, make up for their own shortcomings, constantly improve and innovate. In the whole marketing promotion process and other marketing means to enhance their persuasion effect. So, how to enhance the persuasion effect of Banner advertisement becomes an urgent matter. This paper introduces the emergence, characteristics, persuasion theory and influencing factors of Banner advertising, so that readers have a systematic understanding of Banner advertising. Based on the summary of literature and the investigation of the actual application of online Banner advertising, this paper finds out the main problems that affect its persuasion effect, and puts forward a series of solutions according to the existing problems, from advertising design to communication. This paper is mainly divided into four parts: the first part systematically introduces the concept and characteristics of Banner advertising, and tries to have an overall understanding of Banner on the macro level. Network Banner advertising has the interactivity brought by the essence of network media. The media essence of bias space brings extensive reading, nonlinear reading mode brings integrity, concurrency propagation, cold media of visual characteristics. The second part mainly expounds the elements of Banner advertising, theoretical model and psychological essence. The influence factors of persuasion theory model are analyzed, which lays the theoretical foundation for the following problems in the process of persuasion. The main elements of .Banner advertisement are color, text, graphics and images, typography, and so on. The psychological essence of persuasion is to communicate through information so as to reach a consensus between the attitude of the audience and the attitude of the persuader. The third part is through the questionnaire survey and the statistical analysis of the data. Combined with the factors affecting the effect of persuasion to find out the network Banner advertising problems. 4th, in view of the network Banner advertising problems, combined with communication, advertising, design art and other related disciplines, Taking advertising design and communication as the main line, this paper puts forward a series of solutions, such as Banner advertising concept strategy, positioning strategy, content strategy, performance strategy, communication strategy, hoping to be useful for the future development of Banner advertising.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G206;F713.8

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