基于“微时代”语境下的现代广告研究
发布时间：2018-07-30 06:25
【摘要】：微博作为“微时代”背景下最具代表性的传播媒介,是一种新兴的兼具社交与通讯功能的社会化自媒体。与传统广告相比,以微博为传播媒介的广告无论是在表现形式还是传播模式方面都体现出了新的特点与优势。 现代广告是现代商业社会最为明显的表征之一,“微时代”下社会文化形态和传播方式的变化,让广告传播语境呈现出新的趋势。社会文化与大众价值观、消费观的变化也影响了现代广告的设计与传播理念,广告的叙事性表现形式更迎合当代消费社会人们对感性消费理念的追求。微博因其所具有的即时性、交互性、自由化、去中心化等传播特点以及草根性、小众性等内在特性,成为了现代广告最佳的“叙事”平台,微博广告营销也成为当下社会关注的热点。 本文从微博广告的表现形式、传播特性、受众心理及营销模式等角度进行研究,并对一些典型的微博广告案例进行分析,尝试从社会文化、消费理念、受众情感需求等更深层的方面来探讨新时代、新媒介对现代广告的影响与推动作用,以及广告通过微博媒介取得良好广告效果的原因,希望有助于微博广告的更好发展以及现代广告设计理念的创新。通过此次对微博广告的初步研究,揭示出现代广告设计的整合推进须以传播媒介的链接为基础,重视广告传播方式与媒介特性的契合,从整体上把握广告的策划、设计表现和投放等各个环节,并密切关注社会新兴事物和大众的新动态,以受众的需求为立足点,用创新的设计理念创作出具有艺术性和感染力的广告作品,从而引起受众的共鸣,满足日益变化的大众文化需求,实现广告信息的有效传达。
[Abstract]:Weibo, as the most representative media in the background of "micro age", is a new socialized self-media with both social and communication functions. Compared with the traditional advertisement, the advertisement with Weibo as the communication medium shows new characteristics and advantages in both the form of expression and the mode of communication. Modern advertising is one of the most obvious manifestations of modern commercial society. The change of social cultural form and communication mode under the "micro-era" makes advertising communication context take on a new trend. The changes of social culture and popular values and consumption view also affect the design and dissemination of modern advertising. The narrative form of advertising caters to the pursuit of perceptual consumption idea in contemporary consumer society. Weibo has become the best "narrative" platform for modern advertising because of its real-time, interactive, liberalized and decentralized communication characteristics, as well as its inherent characteristics, such as grass-roots, niche, and so on. Weibo advertising marketing has also become the focus of social concern. This paper studies Weibo advertising from the aspects of its form of expression, communication characteristics, audience psychology and marketing model, and analyzes some typical Weibo advertising cases in order to try to analyze the social culture, consumption concept, and so on. The emotional needs of the audience and other deeper aspects to explore the new era, the new media to modern advertising impact and promotion, as well as advertising through the Weibo media to achieve good advertising results, Hope to contribute to the better development of Weibo advertising and the innovation of modern advertising design concept. Through this preliminary study on Weibo advertising, it is revealed that the integration and promotion of modern advertising design should be based on the link of the media, attach importance to the compatibility between the advertising communication mode and the characteristics of the media, and grasp the planning of the advertisement as a whole. Design performance and delivery and other links, and pay close attention to the new social things and the new trends of the public, with the needs of the audience as a foothold, with innovative design ideas to create artistic and infectious advertising works, Thus, the audience resonates, meets the changing needs of mass culture, and realizes the effective communication of advertising information.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8
本文编号：2154096
[Abstract]:Weibo, as the most representative media in the background of "micro age", is a new socialized self-media with both social and communication functions. Compared with the traditional advertisement, the advertisement with Weibo as the communication medium shows new characteristics and advantages in both the form of expression and the mode of communication. Modern advertising is one of the most obvious manifestations of modern commercial society. The change of social cultural form and communication mode under the "micro-era" makes advertising communication context take on a new trend. The changes of social culture and popular values and consumption view also affect the design and dissemination of modern advertising. The narrative form of advertising caters to the pursuit of perceptual consumption idea in contemporary consumer society. Weibo has become the best "narrative" platform for modern advertising because of its real-time, interactive, liberalized and decentralized communication characteristics, as well as its inherent characteristics, such as grass-roots, niche, and so on. Weibo advertising marketing has also become the focus of social concern. This paper studies Weibo advertising from the aspects of its form of expression, communication characteristics, audience psychology and marketing model, and analyzes some typical Weibo advertising cases in order to try to analyze the social culture, consumption concept, and so on. The emotional needs of the audience and other deeper aspects to explore the new era, the new media to modern advertising impact and promotion, as well as advertising through the Weibo media to achieve good advertising results, Hope to contribute to the better development of Weibo advertising and the innovation of modern advertising design concept. Through this preliminary study on Weibo advertising, it is revealed that the integration and promotion of modern advertising design should be based on the link of the media, attach importance to the compatibility between the advertising communication mode and the characteristics of the media, and grasp the planning of the advertisement as a whole. Design performance and delivery and other links, and pay close attention to the new social things and the new trends of the public, with the needs of the audience as a foothold, with innovative design ideas to create artistic and infectious advertising works, Thus, the audience resonates, meets the changing needs of mass culture, and realizes the effective communication of advertising information.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.8
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