手机移动定位广告的情境生成

发布时间：2018-04-27 11:49

本文选题：手机移动定位广告 + 情境　；参考：《哈尔滨工业大学》2008年硕士论文

【摘要】： 如果评选20世纪90年代对人类影响最大的发明,手机一定高居榜首。这个小小的盒子被人们称为继互联网后的又一新媒体,它已成为每个人日常生活中必不可少的工具之一。随着手机媒体的普及,手机广告也悄然走进了人们的生活。在手机广告丰富的形式中,最具发展潜力的当属手机移动定位广告。它充分发挥了手机媒体便携性、互动性、普及率高及移动定位等优势,实现了手机移动定位广告独有的情境化传播。本文以手机移动定位广告的情境生成为主要研究内容。根据戈夫曼的“角色表演”理论,生活中的每个人内心都有演戏的冲动,每个人都有自己的理想角色定位。商家为消费者营造良好的购物情境,正是希望消费者能在情境中得到了理想自我概念的确认,并由此发现理想自我与现实自我之间的差距,迫使他们做出选择,进一步产生购买行为。基于这一思想,本文从戏剧情境的理论出发,梳理了狄德罗、黑格尔、萨特、马丁·艾思林及我国著名戏剧理论家谭霈生对于情境理论的阐述,从而归纳了本文的情境概念及其三要素。通过手机移动定位广告的三要素与情境三要素的对比,总结出手机移动定位广告情境生成的概念,并通过手机移动定位广告的案例分析,归纳出作为“事件”的手机移动定位广告在情境生成中的作用,进而探讨了手机移动定位广告情境生成的设计策略及意义所在。在研究方法上,本文大量运用案例分析的研究方法,不仅分析了国内外手机移动定位广告的案例,还借鉴了很多其他形式广告的成功经验,通过归纳总结,形成了自己的研究框架,并在此基础之上对手机移动定位广告的情境生成进行了全面探析。
[Abstract]:Mobile phones must have topped the list of inventions that had the greatest impact on humanity in the 1990 s. This small box is called a new medium after the Internet, and it has become one of the essential tools in everyone's daily life. With the popularity of mobile media, mobile advertising has quietly entered people's lives. In the rich form of mobile advertising, the most potential for development is mobile-based mobile advertising. It gives full play to the advantages of mobile media portability, interactivity, high popularization rate and mobile positioning, and realizes the unique situational communication of mobile location advertising. This paper focuses on the context generation of mobile location advertising. According to Goffman's "role performance" theory, everyone in life has the impulse to act, and everyone has his own ideal role orientation. In order to create a good shopping situation for consumers, merchants hope that consumers can get the recognition of ideal self-concept in the situation, and thus discover the gap between ideal self and real self, forcing them to make a choice. Further produce purchase behavior. Based on this thought, this paper starts from the theory of drama situation, combing Diderot, Hegel, Sartre, Martin Eisling and Tan Peisheng, a famous drama theorist in our country, to expound the situation theory. This paper summarizes the concept of the situation and its three elements. Through the comparison between the three elements of mobile mobile advertising and the three elements of situation, this paper summarizes the concept of mobile location advertising situation generation, and analyzes the case of mobile location advertising. This paper sums up the role of mobile mobile advertising as "event" in context generation, and then discusses the design strategy and significance of mobile phone mobile location advertising situation generation. In the research method, this paper uses the case study method, not only analyzes the domestic and foreign mobile phone mobile location advertising cases, but also draws lessons from the successful experience of many other forms of advertising, through summing up, It forms its own research framework, and on the basis of this, it makes a comprehensive analysis on the context generation of mobile location advertising.
【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;G206

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