本文關(guān)鍵詞： 網(wǎng)絡(luò)Banner廣告 說(shuō)服 說(shuō)服策略　出處：《山東師范大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：網(wǎng)絡(luò)技術(shù)的進(jìn)步帶來(lái)了互聯(lián)網(wǎng)的飛速發(fā)展。作為信息傳播新媒介的互聯(lián)網(wǎng)直接沖擊著傳統(tǒng)媒介的格局，破壞了傳統(tǒng)社會(huì)信息環(huán)境，使得媒介環(huán)境不斷變革。隨著承載廣告信息的新形式層出不窮，加之以電視、報(bào)紙、雜志、廣播等傳統(tǒng)廣告形式，對(duì)網(wǎng)絡(luò)Banner廣告而言，其可謂是“四面楚歌”，網(wǎng)絡(luò)Banner廣告的說(shuō)服效果不能同日而語(yǔ)，以至于有學(xué)者發(fā)表言論，認(rèn)為網(wǎng)絡(luò)Banner廣告正在走向消亡。網(wǎng)絡(luò)Banner廣告真會(huì)因媒介環(huán)境的變化而走向消亡嗎，這不禁讓我們反思。 網(wǎng)絡(luò)Banner廣告作為一種營(yíng)銷(xiāo)的手段和策略，具有傳統(tǒng)廣告及其他網(wǎng)絡(luò)廣告形式所不具備的特點(diǎn)，如網(wǎng)絡(luò)媒介本質(zhì)帶來(lái)的交互性、偏向空間媒介本質(zhì)帶來(lái)的廣泛閱讀性等。我們必須認(rèn)識(shí)到網(wǎng)絡(luò)Banner廣告在整合營(yíng)銷(xiāo)中的重要作用，特別是在網(wǎng)絡(luò)營(yíng)銷(xiāo)中，Banner廣告充當(dāng)著先鋒隊(duì)、排頭兵的角色，它直接決定了瀏覽者會(huì)不會(huì)深入了解廣告中宣傳的內(nèi)容，這是網(wǎng)絡(luò)營(yíng)銷(xiāo)成功說(shuō)服消費(fèi)者的前提之一。所以，網(wǎng)絡(luò)Banner廣告不會(huì)走向消亡，就像電視產(chǎn)生后報(bào)紙沒(méi)有消失似的。在新的媒介環(huán)境下，網(wǎng)絡(luò)Banner廣告關(guān)鍵是要在激烈的競(jìng)爭(zhēng)環(huán)境中找好定位，發(fā)揮自身優(yōu)勢(shì)、彌補(bǔ)自身不足，不斷的改進(jìn)創(chuàng)新，在整個(gè)營(yíng)銷(xiāo)推廣過(guò)程中與其他營(yíng)銷(xiāo)手段相配合來(lái)增強(qiáng)自身的說(shuō)服效果。 那么，如何增強(qiáng)Banner廣告的說(shuō)服效果成為當(dāng)務(wù)之急。本文通過(guò)對(duì)Banner廣告的產(chǎn)生、特點(diǎn)、說(shuō)服理論、影響因素等進(jìn)行介紹，使讀者對(duì)Banner廣告有一系統(tǒng)性的認(rèn)識(shí)，通過(guò)對(duì)文獻(xiàn)資料的總結(jié)及對(duì)網(wǎng)絡(luò)Banner廣告實(shí)際應(yīng)用情況的調(diào)研，找出影響其說(shuō)服效果的主要問(wèn)題，并根據(jù)存在問(wèn)題以從廣告設(shè)計(jì)到傳播為主線提出一系列的解決策略。 本文主要分為四個(gè)部分：第一部分系統(tǒng)介紹Banner廣告的概念、特點(diǎn)，力求在宏觀上對(duì)Banner有一整體的認(rèn)識(shí)。網(wǎng)絡(luò)Banner廣告具有網(wǎng)絡(luò)媒介本質(zhì)帶來(lái)的交互性，偏向空間的媒介本質(zhì)所帶來(lái)的廣泛閱讀性，非線性閱讀方式帶來(lái)的整體性、并發(fā)性傳播，視覺(jué)特性的冷媒介性。第二部分主要闡述了Banner廣告構(gòu)成要素、理論模型及心理實(shí)質(zhì)，著力分析了說(shuō)服理論模型的影響因素，，為下文提出說(shuō)服過(guò)程中存在問(wèn)題奠定了理論基礎(chǔ)。Banner廣告的構(gòu)成要素主要有色彩、文字、圖形圖像、版式等，其說(shuō)服的心理實(shí)質(zhì)是通過(guò)信息傳達(dá)，使得受眾態(tài)度與說(shuō)服者預(yù)期態(tài)度達(dá)成共識(shí)。第三部分通過(guò)問(wèn)卷的調(diào)查及對(duì)數(shù)據(jù)的統(tǒng)計(jì)分析，結(jié)合影響說(shuō)服效果的因素找出網(wǎng)絡(luò)Banner廣告存在的問(wèn)題。第四部分，針對(duì)網(wǎng)絡(luò)Banner廣告存在的問(wèn)題，結(jié)合傳播學(xué)、廣告學(xué)、設(shè)計(jì)藝術(shù)學(xué)等相關(guān)學(xué)科，以廣告設(shè)計(jì)到傳播為主線提出一系列解決策略，如Banner廣告觀念策略、定位策略、內(nèi)容策略、表現(xiàn)策略、傳播策略，希望對(duì)網(wǎng)絡(luò)Banner廣告以后的發(fā)展有所效用。
[Abstract]:The progress of network technology has brought the rapid development of the Internet. As a new medium of information dissemination, the Internet is directly impacting the pattern of traditional media and destroying the information environment of traditional society. With the emergence of new forms of advertising information and traditional advertising forms such as television, newspapers, magazines, radio and so on, as far as Banner advertising is concerned, It can be described as "embattled in all directions". The persuasive effect of Banner advertising on the Internet is not the same as that of other countries, so that some scholars have expressed the opinion that the Internet Banner ads are dying out. Will the network Banner advertisements really die out because of the changes in the media environment? This can not help but let us reflect. As a means and strategy of marketing, network Banner advertising has the characteristics that traditional advertising and other network advertising forms do not have, such as the interactivity brought by the essence of network media. We must recognize the important role of online Banner advertising in integrated marketing, especially in the role of vanguard and vanguard in online marketing. It directly determines whether the viewer will understand the content of the advertisement in depth, which is one of the prerequisites for successful online marketing to convince consumers. Therefore, the online Banner advertising will not die out. In the new media environment, the key to network Banner advertising is to find a good position in the fierce competition environment, give play to their own advantages, make up for their own shortcomings, constantly improve and innovate. In the whole marketing promotion process and other marketing means to enhance their persuasion effect. So, how to enhance the persuasion effect of Banner advertisement becomes an urgent matter. This paper introduces the emergence, characteristics, persuasion theory and influencing factors of Banner advertising, so that readers have a systematic understanding of Banner advertising. Based on the summary of literature and the investigation of the actual application of online Banner advertising, this paper finds out the main problems that affect its persuasion effect, and puts forward a series of solutions according to the existing problems, from advertising design to communication. This paper is mainly divided into four parts: the first part systematically introduces the concept and characteristics of Banner advertising, and tries to have an overall understanding of Banner on the macro level. Network Banner advertising has the interactivity brought by the essence of network media. The media essence of bias space brings extensive reading, nonlinear reading mode brings integrity, concurrency propagation, cold media of visual characteristics. The second part mainly expounds the elements of Banner advertising, theoretical model and psychological essence. The influence factors of persuasion theory model are analyzed, which lays the theoretical foundation for the following problems in the process of persuasion. The main elements of .Banner advertisement are color, text, graphics and images, typography, and so on. The psychological essence of persuasion is to communicate through information so as to reach a consensus between the attitude of the audience and the attitude of the persuader. The third part is through the questionnaire survey and the statistical analysis of the data. Combined with the factors affecting the effect of persuasion to find out the network Banner advertising problems. 4th, in view of the network Banner advertising problems, combined with communication, advertising, design art and other related disciplines, Taking advertising design and communication as the main line, this paper puts forward a series of solutions, such as Banner advertising concept strategy, positioning strategy, content strategy, performance strategy, communication strategy, hoping to be useful for the future development of Banner advertising.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G206;F713.8

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