本文選題：手機移動定位廣告 + 情境��； 參考：《哈爾濱工業(yè)大學(xué)》2008年碩士論文

【摘要】： 如果評選20世紀(jì)90年代對人類影響最大的發(fā)明,手機一定高居榜首。這個小小的盒子被人們稱為繼互聯(lián)網(wǎng)后的又一新媒體,它已成為每個人日常生活中必不可少的工具之一。隨著手機媒體的普及,手機廣告也悄然走進了人們的生活。在手機廣告豐富的形式中,最具發(fā)展?jié)摿Φ漠?dāng)屬手機移動定位廣告。它充分發(fā)揮了手機媒體便攜性、互動性、普及率高及移動定位等優(yōu)勢,實現(xiàn)了手機移動定位廣告獨有的情境化傳播。 本文以手機移動定位廣告的情境生成為主要研究內(nèi)容。根據(jù)戈夫曼的“角色表演”理論,生活中的每個人內(nèi)心都有演戲的沖動,每個人都有自己的理想角色定位。商家為消費者營造良好的購物情境,正是希望消費者能在情境中得到了理想自我概念的確認(rèn),并由此發(fā)現(xiàn)理想自我與現(xiàn)實自我之間的差距,迫使他們做出選擇,進一步產(chǎn)生購買行為�；谶@一思想,本文從戲劇情境的理論出發(fā),梳理了狄德羅、黑格爾、薩特、馬丁·艾思林及我國著名戲劇理論家譚霈生對于情境理論的闡述,從而歸納了本文的情境概念及其三要素。通過手機移動定位廣告的三要素與情境三要素的對比,總結(jié)出手機移動定位廣告情境生成的概念,并通過手機移動定位廣告的案例分析,歸納出作為“事件”的手機移動定位廣告在情境生成中的作用,進而探討了手機移動定位廣告情境生成的設(shè)計策略及意義所在。 在研究方法上,本文大量運用案例分析的研究方法,不僅分析了國內(nèi)外手機移動定位廣告的案例,還借鑒了很多其他形式廣告的成功經(jīng)驗,通過歸納總結(jié),形成了自己的研究框架,并在此基礎(chǔ)之上對手機移動定位廣告的情境生成進行了全面探析。
[Abstract]:Mobile phones must have topped the list of inventions that had the greatest impact on humanity in the 1990 s. This small box is called a new medium after the Internet, and it has become one of the essential tools in everyone's daily life. With the popularity of mobile media, mobile advertising has quietly entered people's lives. In the rich form of mobile advertising, the most potential for development is mobile-based mobile advertising. It gives full play to the advantages of mobile media portability, interactivity, high popularization rate and mobile positioning, and realizes the unique situational communication of mobile location advertising. This paper focuses on the context generation of mobile location advertising. According to Goffman's "role performance" theory, everyone in life has the impulse to act, and everyone has his own ideal role orientation. In order to create a good shopping situation for consumers, merchants hope that consumers can get the recognition of ideal self-concept in the situation, and thus discover the gap between ideal self and real self, forcing them to make a choice. Further produce purchase behavior. Based on this thought, this paper starts from the theory of drama situation, combing Diderot, Hegel, Sartre, Martin Eisling and Tan Peisheng, a famous drama theorist in our country, to expound the situation theory. This paper summarizes the concept of the situation and its three elements. Through the comparison between the three elements of mobile mobile advertising and the three elements of situation, this paper summarizes the concept of mobile location advertising situation generation, and analyzes the case of mobile location advertising. This paper sums up the role of mobile mobile advertising as "event" in context generation, and then discusses the design strategy and significance of mobile phone mobile location advertising situation generation. In the research method, this paper uses the case study method, not only analyzes the domestic and foreign mobile phone mobile location advertising cases, but also draws lessons from the successful experience of many other forms of advertising, through summing up, It forms its own research framework, and on the basis of this, it makes a comprehensive analysis on the context generation of mobile location advertising.
【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】：2008
【分類號】：F713.8;G206

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