社会化媒体的广告娱乐化研究
发布时间：2018-11-02 12:11
【摘要】：社会化媒体广告是广告主依靠社会化媒体的平台，借助网络音乐、网络文学、网络视频、网络游戏等娱乐化的表现形式制作生产的，，具有实时反馈功能和互动机制的广告形式。相比于传统广告，社会化媒体广告拥有广泛、全新的互动性，能够带给观者内容与媒介相融合的观看体验，实现了对目标消费者的精准定位，可以产生口碑传播的巨大效应。 娱乐经济时代，消费者的需求已不局限于商品的日常特性，而是更加注重产品带给他们的用户体验，营销也不再是简单的推销产品，更需要营造出符合消费者心理的愉悦感受，因此娱乐化成为广告发展的新趋势。 广告娱乐化，指的是将娱乐理念和娱乐元素系统的运用到广告创意、制作、投放等流程中，从而实现吸引受众观看，形成受众认同感的广告传达过程。广告娱乐化要求广告必须拥有故事化的表达和病毒化的传播，并且能够给受众带来投入化的观看效果以及互动化的参与方式。社会化媒体的互动性、参与性契合了娱乐的这一特点，因而社会化媒体的出现对广告娱乐化起到了推波助澜的作用。 制约社会化媒体广告娱乐化的因素是多方面的：经济基础决定上层建筑，娱乐经济的蓬勃促进了娱乐文化的发展，也成为广告娱乐化的直接动力；以数字化技术为代表的新媒体技术的进步为广告娱乐化的出现提供了硬件上的支持；消费者的心理和生理需求则是广告娱乐化产生的深层原因。社会化媒体广告娱乐化具有独特的实现方式和比较优势，他的作用过程可分解成目标受众的选取、广告创意和设计、广告载体和代言人的选择以及广告投放策略四个步骤。 出于对经济利益的过渡追求和对娱乐化的误解，导致了广告娱乐化的滥用，并带了不良的社会后果：泛娱乐化现象以及消费主义等。而要避免泛娱乐化，就要注意对娱乐限度的把握，在加强行业自律和监管的同时，也要提升广告从业人员和受众的广告媒介素养。
[Abstract]:Social media advertising is a kind of advertising which is produced by advertisers relying on the platform of social media, with the help of network music, network literature, network video, online games and other entertainment forms. It has the function of real-time feedback and interactive mechanism. Compared with traditional advertising, social media advertising has a wide range of new interactive, can bring the viewer content and media integration of the viewing experience, achieve the accurate positioning of target consumers, can produce a huge effect of word of mouth dissemination. In the era of entertainment economy, the consumer's demand is not limited to the daily characteristics of the commodity, but more attention is paid to the user experience brought to them by the product. Marketing is no longer a simple marketing product, but also needs to create a pleasant feeling in line with the consumer's psychology. So entertainment becomes a new trend of advertising development. Advertising entertainment refers to the application of entertainment concept and entertainment elements system to the process of advertising creativity, production, delivery, so as to achieve the advertising communication process of attracting audience to watch and forming audience identity. The entertainment of advertisement requires that the advertisement must have the story expression and the virus transmission, and can bring the audience the input viewing effect as well as the interactive participation way. The interaction and participation of social media fit this characteristic of entertainment, so the appearance of social media plays an important role in advertising entertainment. The factors restricting the entertainment of advertising in social media are various: the economic basis determines the superstructure and the flourishing entertainment economy promotes the development of entertainment culture and becomes the direct motive force of entertainment; The progress of new media technology, represented by digital technology, provides hardware support for the emergence of advertising entertainment, and the psychological and physiological needs of consumers are the deep reasons for the emergence of advertising entertainment. The social media advertisement entertainment has the unique realization way and the comparative advantage, its function process may decompose into the target audience selection, the advertisement creativity and the design, the advertisement carrier and the spokesman choice as well as the advertisement placement strategy four steps. Out of the transitional pursuit of economic interests and misunderstanding of entertainment, it leads to the abuse of entertainment in advertising, and brings about negative social consequences: pan-entertainment and consumerism. To avoid pan-entertainment, we should pay attention to the limit of entertainment, strengthen industry self-discipline and supervision, but also improve advertising media literacy of advertising practitioners and audiences.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F713.8
本文编号：2305974
[Abstract]:Social media advertising is a kind of advertising which is produced by advertisers relying on the platform of social media, with the help of network music, network literature, network video, online games and other entertainment forms. It has the function of real-time feedback and interactive mechanism. Compared with traditional advertising, social media advertising has a wide range of new interactive, can bring the viewer content and media integration of the viewing experience, achieve the accurate positioning of target consumers, can produce a huge effect of word of mouth dissemination. In the era of entertainment economy, the consumer's demand is not limited to the daily characteristics of the commodity, but more attention is paid to the user experience brought to them by the product. Marketing is no longer a simple marketing product, but also needs to create a pleasant feeling in line with the consumer's psychology. So entertainment becomes a new trend of advertising development. Advertising entertainment refers to the application of entertainment concept and entertainment elements system to the process of advertising creativity, production, delivery, so as to achieve the advertising communication process of attracting audience to watch and forming audience identity. The entertainment of advertisement requires that the advertisement must have the story expression and the virus transmission, and can bring the audience the input viewing effect as well as the interactive participation way. The interaction and participation of social media fit this characteristic of entertainment, so the appearance of social media plays an important role in advertising entertainment. The factors restricting the entertainment of advertising in social media are various: the economic basis determines the superstructure and the flourishing entertainment economy promotes the development of entertainment culture and becomes the direct motive force of entertainment; The progress of new media technology, represented by digital technology, provides hardware support for the emergence of advertising entertainment, and the psychological and physiological needs of consumers are the deep reasons for the emergence of advertising entertainment. The social media advertisement entertainment has the unique realization way and the comparative advantage, its function process may decompose into the target audience selection, the advertisement creativity and the design, the advertisement carrier and the spokesman choice as well as the advertisement placement strategy four steps. Out of the transitional pursuit of economic interests and misunderstanding of entertainment, it leads to the abuse of entertainment in advertising, and brings about negative social consequences: pan-entertainment and consumerism. To avoid pan-entertainment, we should pay attention to the limit of entertainment, strengthen industry self-discipline and supervision, but also improve advertising media literacy of advertising practitioners and audiences.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F713.8
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