本文選題：網(wǎng)絡(luò)廣告 + QQ表情　； 參考：《哈爾濱工業(yè)大學(xué)》2010年碩士論文

【摘要】： QQ表情作為網(wǎng)絡(luò)交流中的一種非言語傳播元素越來越顯示出其強(qiáng)大的生命力。從字符表情到卡通表情,從靜態(tài)文本到動態(tài)圖像,一路走來,QQ表情從各個方面不斷提升自己的藝術(shù)性和趣味性。近年來,QQ表情的影響力越來越大,成為很多人網(wǎng)絡(luò)交流的一種溝通方式,形成了龐大的用戶群,并且具有極高的用戶黏性。這種情況下,網(wǎng)絡(luò)廣告QQ表情成為了現(xiàn)代商家廣告困境的一種解決方式,將QQ表情和網(wǎng)絡(luò)廣告結(jié)合起來的新型廣告?zhèn)鞑ツＪ降靡园l(fā)展壯大。對于網(wǎng)絡(luò)廣告中QQ表情的傳播特性及運(yùn)用的研究也成為了當(dāng)今網(wǎng)絡(luò)廣告行業(yè)的一個新的熱門研究課題。 本文從QQ表情的界定入手,梳理了QQ表情的類型與承載空間,并考察了QQ表情發(fā)展的現(xiàn)實(shí)語境,指出QQ表情因圖像時代的信息視覺化以及人們在網(wǎng)絡(luò)虛擬交往中的心理需求而生、受推于數(shù)字媒介技術(shù)的平民化發(fā)展。隨著廣告競爭的日趨激烈,需要一種新的載體、新的傳播模式,以達(dá)到更好的廣告?zhèn)鞑バЧ?因而QQ表情在網(wǎng)絡(luò)廣告領(lǐng)域中獲得迅速發(fā)展。通過考察目前網(wǎng)絡(luò)廣告中QQ表情的表現(xiàn)形式,認(rèn)為網(wǎng)絡(luò)廣告QQ表情有效地利用了互聯(lián)網(wǎng)用戶的“交流時間”,但卻無可避免地表現(xiàn)出一定的局限性:訴求空間小、暴露時間短及適用范圍受限。根據(jù)“結(jié)構(gòu)性”和“行為性”受眾研究方法,采用定量分析與定性分析相結(jié)合的方法,以問卷調(diào)查分析的形式,分析了網(wǎng)絡(luò)廣告中QQ表情目標(biāo)受眾的使用與接受情況。在數(shù)據(jù)分析的基礎(chǔ)上,論證了網(wǎng)絡(luò)廣告中QQ表情的傳播特性。并在此基礎(chǔ)上,提出若干網(wǎng)絡(luò)廣告QQ表情的設(shè)計、投放策略,以期更好地發(fā)揮其獨(dú)特的傳播魅力。 本文在系統(tǒng)梳理網(wǎng)絡(luò)廣告QQ表情興起背景的基礎(chǔ)上,對網(wǎng)絡(luò)廣告范疇中QQ表情的傳播特性進(jìn)行理論闡述和實(shí)證研究,進(jìn)一步豐富了現(xiàn)有網(wǎng)絡(luò)廣告QQ表情的研究領(lǐng)域。在實(shí)踐方面,為廣告主制定網(wǎng)絡(luò)廣告QQ表情設(shè)計策略、投放策略提供了一些建議。
[Abstract]:QQ expression as a non-verbal communication element in the network communication more and more shows its strong vitality.From character expression to cartoon expression, from static text to dynamic image, all the way to QQ expression from various aspects to enhance their artistic and interesting.In recent years, the influence of QQ expression has become more and more powerful, and it has become a communication way for many people to communicate on the Internet, forming a huge user group, and has a very high user stickiness.In this case, the online advertising QQ expression has become a solution to the plight of modern merchants advertising, QQ expression and network advertising combined with a new advertising communication model has been developed.The research on the communication characteristics and application of QQ expression in online advertising has become a new hot research topic in the field of online advertising.This paper begins with the definition of QQ expression, combs the type and carrying space of QQ expression, and investigates the realistic context of QQ expression development.It is pointed out that QQ expression is caused by the information visualization in the image age and the psychological needs of people in the network virtual communication, which is pushed by the civilian development of digital media technology.With the increasingly fierce competition in advertising, a new carrier and a new mode of communication are needed to achieve a better effect of advertising communication. Therefore, QQ expression has been rapidly developed in the field of online advertising.Through investigating the expression form of QQ expression in the network advertisement at present, the author thinks that the QQ expression of the network advertisement has effectively utilized the "communication time" of the Internet user, but it inevitably shows certain limitation: the demand space is small,Short exposure time and limited scope of application.According to the research methods of "structural" and "behavioral" audience, this paper analyzes the use and acceptance of QQ expression target audience in online advertising by means of the combination of quantitative analysis and qualitative analysis.On the basis of data analysis, this paper demonstrates the transmission characteristics of QQ expression in network advertisement.On the basis of this, the paper puts forward some design and strategy of QQ expression in network advertisement, in order to give full play to its unique communication charm.On the basis of systematically combing the background of the rise of QQ expression in the network advertisement, this paper makes a theoretical and empirical study on the communication characteristics of QQ expression in the category of network advertisement, which further enriches the existing research field of QQ expression in the network advertisement.In practice, it provides some suggestions for advertisers to formulate QQ expression design strategy and delivery strategy.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 楊璐潞;;網(wǎng)絡(luò)表情符號在地方高校形象建構(gòu)策略中的運(yùn)用[J];東南傳播;2012年12期

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本文編號：1772172