本文選題：互動(dòng) + 廣告互動(dòng)　； 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：近年來(lái)，網(wǎng)絡(luò)、數(shù)字等傳播新技術(shù)風(fēng)起云涌，，消費(fèi)者個(gè)性化、主動(dòng)化新需要日益突顯，這必然對(duì)廣告?zhèn)鞑ダ碚撆c實(shí)務(wù)產(chǎn)生前所未有的革命性影響。傳統(tǒng)廣告單向式、強(qiáng)迫式的傳播難以突破信息泛濫造成的消費(fèi)者信息屏障�；�(dòng)傳播是伴隨著新技術(shù)、新需要而發(fā)展起來(lái)的廣告?zhèn)鞑バ路绞�。本文以廣告互動(dòng)傳播效果為研究?jī)?nèi)容，闡述了廣告互動(dòng)傳播的生效機(jī)制，調(diào)查并分析了互動(dòng)對(duì)廣告?zhèn)鞑バ睦硇Ч托袨樾Ч挠绊懬闆r，提出了提升廣告互動(dòng)傳播效果的策略。 本文認(rèn)為廣告互動(dòng)傳播的核心是主動(dòng)參與，受眾參與成為了互動(dòng)廣告運(yùn)動(dòng)的重要組成部分。廣告互動(dòng)傳播具有受眾主動(dòng)性、互動(dòng)即時(shí)性、過(guò)程可控性、互動(dòng)媒介多元化的四個(gè)特征，主要通過(guò)人與機(jī)器、人與內(nèi)容、人與人互動(dòng)三種形式來(lái)實(shí)現(xiàn)。其生效原理可歸納為：借助互動(dòng)強(qiáng)化廣告對(duì)受傳者的作用力，而受傳者體驗(yàn)的提升能增進(jìn)廣告?zhèn)鞑バЧ�。其生效過(guò)程包括接觸、強(qiáng)化、深化三個(gè)階段；消費(fèi)者參與互動(dòng)的心理動(dòng)因是由于互動(dòng)可以滿足其關(guān)聯(lián)感和在場(chǎng)感需求，而通過(guò)設(shè)置互動(dòng)情景和獎(jiǎng)勵(lì)條件可以刺激消費(fèi)者互動(dòng)行為。通過(guò)定性與定量結(jié)合，理論研究與問(wèn)卷調(diào)查綜合分析發(fā)現(xiàn)：互動(dòng)作用在消費(fèi)者身上影響了廣告?zhèn)鞑サ男睦硇Ч托袨樾Ч�。心理層�?jí)效果體現(xiàn)在一定程度上能喚起注意、產(chǎn)生興趣、引發(fā)共鳴、得到滿足。行為層級(jí)效果體現(xiàn)在能吸引互動(dòng)參與、主動(dòng)搜索、促成購(gòu)買、信息分享；本文認(rèn)為轉(zhuǎn)變廣告?zhèn)鞑ツＪ�、降低廣告互動(dòng)傳播的障礙、強(qiáng)化廣告互動(dòng)傳播的整合效果是提升廣告互動(dòng)傳播效果的三條主要策略。其中，改變廣告?zhèn)鞑サ哪Ｊ桨ㄞD(zhuǎn)變受傳者接受和處理廣告信息的模式以及傳播者策劃和傳播廣告信息的模式。降低廣告互動(dòng)傳播的障礙需要從溝通、表現(xiàn)、接受三方面突破技術(shù)門檻，從感官、情感、文化三方面跨越卷入度門檻。強(qiáng)化廣告互動(dòng)傳播的整合效果可從三方聯(lián)動(dòng)以整體發(fā)力、沉浸助力以優(yōu)化設(shè)計(jì)、選擇資源以合理配置、渠道融合以強(qiáng)化作用四個(gè)層面來(lái)實(shí)現(xiàn)。
[Abstract]:In recent years, the network, digital and other new communication technology surging, consumers personalized, active new needs are increasingly prominent, which will inevitably have an unprecedented revolutionary impact on advertising communication theory and practice. It is difficult to break through the consumer information barrier caused by the spread of information. Interactive communication is a new way of advertising communication with new technology and new needs. Taking the effect of advertising communication as the research content, this paper expounds the effective mechanism of advertising interactive communication, investigates and analyzes the influence of interaction on the psychological and behavioral effects of advertising communication, and puts forward some strategies to improve the effect of advertising interactive communication. This paper argues that the core of advertising interactive communication is active participation, and audience participation has become an important part of interactive advertising movement. Advertising interactive communication has four characteristics of audience initiative, interactive immediacy, process controllability and interactive media diversification, mainly through the three forms of human-machine, human-content, human-human interaction. The effective principle can be summarized as follows: the interaction strengthens the force of advertisement to the transferee, and the promotion of the experience of the transferee can enhance the effect of advertising communication. The effective process includes three stages: contact, intensification and deepening. The psychological motivation of consumer participation in interaction is that interaction can satisfy the needs of their sense of relevance and sense of presence. By setting up interactive situations and incentives, consumers can be stimulated to interact with each other. Through the combination of qualitative and quantitative analysis, theoretical research and comprehensive analysis of the questionnaire found that interaction affects the psychological and behavioral effects of advertising communication on consumers. Psychological level effect can arouse attention, interest, resonance and satisfaction to some extent. The effect of behavioral hierarchy is that it can attract interactive participation, actively search, promote purchase, information sharing; this paper believes that the change of advertising communication mode, reduce the barriers to interactive advertising, Strengthening the integrated effect of advertising interactive communication is the three main strategies to improve the effect of advertising interactive communication. Among them, changing the mode of advertising communication includes changing the mode of receiving and processing advertising information and the mode of planning and spreading advertising information. In order to reduce the obstacles of advertising interactive communication, expression and acceptance should break through the threshold of technology, and cross the threshold of involvement in three aspects: sensual, emotional and cultural. To strengthen the integration effect of advertising interactive communication can be realized from four aspects: tripartite linkage to the whole, immersion to optimization design, selection of resources to rational allocation, and channel integration to enhance the function.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8;G206

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