本文選題：手機(jī)廣告　切入點(diǎn)：手機(jī)媒介　出處：《北京印刷學(xué)院》2010年碩士論文

【摘要】：手機(jī)原本只是一種人們?cè)谝苿?dòng)中進(jìn)行人際傳播的通信工具,又稱(chēng)為移動(dòng)電話(huà)。隨著手機(jī)與互聯(lián)網(wǎng)的結(jié)合以及3G(第三代移動(dòng)通信技術(shù))的普及與發(fā)展,人們通過(guò)手機(jī)不僅可以通話(huà),還可以上網(wǎng)、購(gòu)物、看電影、聽(tīng)音樂(lè)、玩游戲、閱讀新聞,等等。手機(jī)逐漸由一種單純傳輸信號(hào)的通信設(shè)備變成一種傳播信息與內(nèi)容的新型媒介。手機(jī)正在變成人們隨身攜帶、移動(dòng)的多媒體中心,當(dāng)然這也可能使手機(jī)成為未來(lái)最大的廣告媒介,手機(jī)廣告的出現(xiàn)使手機(jī)正在實(shí)現(xiàn)由人際溝通工具向大眾媒介跨越。 手機(jī)廣告作為一種全新的廣告形式,具有針對(duì)性強(qiáng)、信息抵達(dá)率高、交互性強(qiáng)、有效性強(qiáng)、信息覆蓋范圍大、智能化強(qiáng),從而能與用戶(hù)形成有效溝通,大大提高廣告主的經(jīng)濟(jì)效益等優(yōu)勢(shì)。基于國(guó)內(nèi)目前的廣告形式是以一種強(qiáng)行的推送形式傳播給觀眾的,如何做到廣告形式既能娛樂(lè)大眾,又能使消費(fèi)者由被動(dòng)接受變?yōu)橹鲃?dòng)了解,是值得我們深思的問(wèn)題。通過(guò)探尋手機(jī)廣告的發(fā)展特點(diǎn)及其背后的需求動(dòng)因,探討手機(jī)廣告與手機(jī)媒介的結(jié)合方式,分析手機(jī)媒介的特點(diǎn)和手機(jī)廣告在手機(jī)媒介中的實(shí)際應(yīng)用,總結(jié)手機(jī)廣告的一般表現(xiàn)形式和手機(jī)廣告在手機(jī)媒介中應(yīng)該注意的問(wèn)題,提出手機(jī)廣告設(shè)計(jì)的創(chuàng)新表現(xiàn)形式,使手機(jī)廣告能夠更加完善地滿(mǎn)足用戶(hù)的實(shí)際需求,感受手機(jī)廣告帶來(lái)的全新互動(dòng)體驗(yàn)。
[Abstract]:The mobile phone was originally just a kind of communication tool that people carry on the interpersonal transmission in the mobile, also called the mobile phone. With the combination of the mobile phone and the Internet and the popularization and development of the 3G (third generation mobile communication technology), People can not only talk by phone, but also go online, shop, watch movies, listen to music, play games, read the news, And so on. Mobile phones are gradually becoming a new medium for disseminating information and content from a purely signaling communication device. Mobile phones are becoming multimedia centers for people to carry and move around. Of course, this may also make mobile phones the largest advertising medium in the future, and the emergence of mobile advertising is making mobile phones realize the leap from interpersonal communication tools to mass media. As a new form of advertising, mobile phone advertising has strong pertinence, high information arrival rate, strong interaction, strong effectiveness, wide coverage of information, strong intelligence, and thus can form effective communication with users. Greatly improve the economic benefits of advertisers and so on. Based on the fact that the current advertising form in China is transmitted to the audience by a forced push, how can the advertising form be able to entertain the public? It is a problem worth our thinking that consumers can change from passive acceptance to active understanding. By exploring the characteristics of mobile phone advertising and the demand drivers behind it, we can explore the combination of mobile phone advertising and mobile media. This paper analyzes the characteristics of mobile phone media and the practical application of mobile phone advertising in mobile media, summarizes the general forms of mobile phone advertising and the problems that should be paid attention to in mobile phone media, and puts forward the innovative forms of mobile phone advertising design. So that mobile advertising can more perfect to meet the actual needs of users and feel the new interactive experience brought by mobile advertising.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：TN929.53

【共引文獻(xiàn)】

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