网络广告中QQ表情的传播特性与运用研究

发布时间：2018-04-19 07:35

本文选题：网络广告 + QQ表情　；参考：《哈尔滨工业大学》2010年硕士论文

【摘要】： QQ表情作为网络交流中的一种非言语传播元素越来越显示出其强大的生命力。从字符表情到卡通表情,从静态文本到动态图像,一路走来,QQ表情从各个方面不断提升自己的艺术性和趣味性。近年来,QQ表情的影响力越来越大,成为很多人网络交流的一种沟通方式,形成了庞大的用户群,并且具有极高的用户黏性。这种情况下,网络广告QQ表情成为了现代商家广告困境的一种解决方式,将QQ表情和网络广告结合起来的新型广告传播模式得以发展壮大。对于网络广告中QQ表情的传播特性及运用的研究也成为了当今网络广告行业的一个新的热门研究课题。本文从QQ表情的界定入手,梳理了QQ表情的类型与承载空间,并考察了QQ表情发展的现实语境,指出QQ表情因图像时代的信息视觉化以及人们在网络虚拟交往中的心理需求而生、受推于数字媒介技术的平民化发展。随着广告竞争的日趋激烈,需要一种新的载体、新的传播模式,以达到更好的广告传播效果,因而QQ表情在网络广告领域中获得迅速发展。通过考察目前网络广告中QQ表情的表现形式,认为网络广告QQ表情有效地利用了互联网用户的“交流时间”,但却无可避免地表现出一定的局限性:诉求空间小、暴露时间短及适用范围受限。根据“结构性”和“行为性”受众研究方法,采用定量分析与定性分析相结合的方法,以问卷调查分析的形式,分析了网络广告中QQ表情目标受众的使用与接受情况。在数据分析的基础上,论证了网络广告中QQ表情的传播特性。并在此基础上,提出若干网络广告QQ表情的设计、投放策略,以期更好地发挥其独特的传播魅力。本文在系统梳理网络广告QQ表情兴起背景的基础上,对网络广告范畴中QQ表情的传播特性进行理论阐述和实证研究,进一步丰富了现有网络广告QQ表情的研究领域。在实践方面,为广告主制定网络广告QQ表情设计策略、投放策略提供了一些建议。
[Abstract]:QQ expression as a non-verbal communication element in the network communication more and more shows its strong vitality.From character expression to cartoon expression, from static text to dynamic image, all the way to QQ expression from various aspects to enhance their artistic and interesting.In recent years, the influence of QQ expression has become more and more powerful, and it has become a communication way for many people to communicate on the Internet, forming a huge user group, and has a very high user stickiness.In this case, the online advertising QQ expression has become a solution to the plight of modern merchants advertising, QQ expression and network advertising combined with a new advertising communication model has been developed.The research on the communication characteristics and application of QQ expression in online advertising has become a new hot research topic in the field of online advertising.This paper begins with the definition of QQ expression, combs the type and carrying space of QQ expression, and investigates the realistic context of QQ expression development.It is pointed out that QQ expression is caused by the information visualization in the image age and the psychological needs of people in the network virtual communication, which is pushed by the civilian development of digital media technology.With the increasingly fierce competition in advertising, a new carrier and a new mode of communication are needed to achieve a better effect of advertising communication. Therefore, QQ expression has been rapidly developed in the field of online advertising.Through investigating the expression form of QQ expression in the network advertisement at present, the author thinks that the QQ expression of the network advertisement has effectively utilized the "communication time" of the Internet user, but it inevitably shows certain limitation: the demand space is small,Short exposure time and limited scope of application.According to the research methods of "structural" and "behavioral" audience, this paper analyzes the use and acceptance of QQ expression target audience in online advertising by means of the combination of quantitative analysis and qualitative analysis.On the basis of data analysis, this paper demonstrates the transmission characteristics of QQ expression in network advertisement.On the basis of this, the paper puts forward some design and strategy of QQ expression in network advertisement, in order to give full play to its unique communication charm.On the basis of systematically combing the background of the rise of QQ expression in the network advertisement, this paper makes a theoretical and empirical study on the communication characteristics of QQ expression in the category of network advertisement, which further enriches the existing research field of QQ expression in the network advertisement.In practice, it provides some suggestions for advertisers to formulate QQ expression design strategy and delivery strategy.
【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】：2010
【分类号】：F713.8

【引证文献】