本文選題：媒介融合 + 廣告��； 參考：《山東大學(xué)》2017年碩士論文

【摘要】：在層出不窮的新技術(shù)新媒體掀起的變革大潮中,報(bào)業(yè)經(jīng)營(yíng)遭遇斷崖式下滑。新技術(shù)賦予了新媒體便捷的信息傳遞方式、高效的傳受互動(dòng)方式和更多新的選擇,在各種技術(shù)手段基礎(chǔ)上發(fā)展起來(lái)的新媒體,也逐漸出現(xiàn)多功能一體化的發(fā)展趨勢(shì),美國(guó)馬薩諸塞州理工大學(xué)教授浦爾最先稱之為"媒介融合",傳統(tǒng)媒體包括報(bào)紙、廣播、電視也在大潮的裹挾下走進(jìn)媒介融合的大潮。報(bào)紙廣告目前仍是紙媒體相當(dāng)重要的收入來(lái)源,在媒介融合形勢(shì)下,探討報(bào)紙廣告經(jīng)營(yíng)面臨的新情況新問(wèn)題,特別是直接影響到報(bào)紙廣告效果的傳受互動(dòng)關(guān)系,顯得尤為重要。本文所指廣告,既包含傳統(tǒng)意義上的平面廣告,也包括各類經(jīng)營(yíng)活動(dòng)等。"用戶主導(dǎo)"、"受眾中心"觀念日漸強(qiáng)烈。以網(wǎng)絡(luò)廣告和互動(dòng)營(yíng)銷為代表的廣告互動(dòng)傳播受到空前關(guān)注。但目前媒體廣告互動(dòng)傳播實(shí)踐多、理論總結(jié)少,特別是關(guān)于報(bào)紙媒體廣告互動(dòng)傳播的探討更少,也缺乏深入的理論分析和指導(dǎo)。本文主要運(yùn)用理論分析、文本分析與個(gè)案分析法,綜合運(yùn)用新聞傳播學(xué)、心理學(xué)、廣告學(xué)、社會(huì)學(xué)等理論,分析媒介融合的特點(diǎn)、發(fā)展情況、融合新趨勢(shì);梳理媒介發(fā)展各階段傳播要素的演進(jìn)情況,重點(diǎn)考察新媒體時(shí)期及媒介融合時(shí)期傳播要素的特點(diǎn),以及傳受互動(dòng)的作用機(jī)制,關(guān)照?qǐng)?bào)紙媒體廣告經(jīng)營(yíng)的現(xiàn)實(shí)局限性及可嘗試的突圍辦法。重點(diǎn)探討新形勢(shì)下報(bào)紙?jiān)趶V告互動(dòng)關(guān)系方面可能的優(yōu)化路徑,嘗試提出可操作的提升報(bào)紙廣告經(jīng)營(yíng)效果的策略。
[Abstract]:In the endless new technology and new media set off the tide of change, newspaper business encountered cliff-like decline.The new technology endows the new media with convenient ways of information transmission, highly efficient communication and interaction and more new choices. The new media, which is developed on the basis of various technical means, has also gradually appeared the trend of multi-function integration.Professor Poyle of Massachusetts University of Technology first called "media convergence". Traditional media, including newspapers, radio and television, also entered the tide of media convergence.Newspaper advertising is still an important source of income for paper media at present. Under the situation of media convergence, it is particularly important to discuss the new situation and new problems faced by newspaper advertising management, especially the interactive relationship that directly affects the effect of newspaper advertising.This article refers to the advertisement, not only includes the traditional sense of print advertising, but also includes all kinds of business activities. "User-oriented, "audience center" concept is increasingly strong.With the network advertisement and the interactive marketing as the representative advertisement interactive dissemination receives the unprecedented attention.However, at present, the practice of interactive communication of media advertisement is much more, and the theoretical summary is less, especially the discussion about the interactive communication of newspaper media advertisement is even less, and there is also a lack of in-depth theoretical analysis and guidance.This article mainly uses the theory analysis, the text analysis and the case analysis, synthetically uses the news communication science, the psychology, the advertisement science, the sociology and so on theory, analyzes the media fusion characteristic, the development situation, the fusion new tendency;Combing the evolution of communication elements in different stages of media development, focusing on the characteristics of communication elements in the new media period and the media convergence period, as well as the interaction mechanism of communication.Take care of the practical limitations of newspaper media advertising management and try ways to break through.This paper focuses on the possible optimization of the interactive relationship between advertisements under the new situation, and tries to put forward an operational strategy to improve the effectiveness of newspaper advertising.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;G210

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本文編號(hào)：1751699