【摘要】： 傳統(tǒng)媒體廣告以報(bào)紙、電視、廣播等為媒介,信息以大眾傳媒典型的一對(duì)多的方式進(jìn)行傳遞,在這種模式下,消費(fèi)者永遠(yuǎn)只是廣告內(nèi)容的靶子。然而在媒體日益豐富、互動(dòng)性更強(qiáng)的今天,這種經(jīng)典模式被解構(gòu)。以互聯(lián)網(wǎng)、手機(jī)、戶(hù)外電子等為代表的新媒體把單向的信息傳遞變?yōu)殡p向的互動(dòng)溝通,使一直處于被動(dòng)的消費(fèi)者成為廣告信息的一部分,并逐漸成為高度的參與者。原來(lái)那種對(duì)消費(fèi)者“圍攻轟炸”的模式,被“尊重受眾需求下的吸引”所取代,體現(xiàn)了一種由“轟炸”到“吸引”的根本性轉(zhuǎn)變,廣告從“點(diǎn)擊”變?yōu)椤绑w驗(yàn)”。 新媒體環(huán)境下的媒體都是根植于互動(dòng)性強(qiáng)、反饋迅速的“溝通文化”中的,這使得廣告不得不從傳統(tǒng)“說(shuō)服”時(shí)代向新興的“溝通”時(shí)代轉(zhuǎn)軌。隨著新技術(shù)的不斷涌現(xiàn),廣告創(chuàng)意不再被傳統(tǒng)廣告設(shè)計(jì)的框架所限制,開(kāi)始由平面及電視走向在線并把發(fā)展的重心轉(zhuǎn)移到互動(dòng)廣告上�！懊襟w成就創(chuàng)意,創(chuàng)意顛覆媒體”,除了設(shè)計(jì)、制作方面的因素,承載廣告創(chuàng)意的媒體也是影響廣告發(fā)揮的一個(gè)重要因素。商業(yè)廣告的有效傳播不僅體現(xiàn)在用戶(hù)的有效覆蓋率上,還體現(xiàn)在對(duì)媒體的創(chuàng)意性利用和設(shè)計(jì)上。新的創(chuàng)意思考,就是要變被動(dòng)為主動(dòng),讓消費(fèi)者走進(jìn)創(chuàng)意,體驗(yàn)產(chǎn)品,尋找答案。 本文的寫(xiě)作,首先對(duì)商業(yè)廣告和新媒體做簡(jiǎn)要的概述,隨后指出在新媒體的發(fā)展下傳統(tǒng)廣告所面臨的種種困境以及新媒體的發(fā)展對(duì)商業(yè)廣告所產(chǎn)生的影響,從而論證商業(yè)廣告必須創(chuàng)新性的利用新媒體才能抓住受眾的注意力,并有效傳達(dá)產(chǎn)品信息。其次,通過(guò)分析新媒體廣告與傳統(tǒng)媒體廣告之間的區(qū)別,指出商業(yè)廣告的新媒體利用優(yōu)勢(shì)。最后,文章探索性的提出相關(guān)的對(duì)應(yīng)策略,即定位策略、創(chuàng)意策略、表現(xiàn)策略和傳播策略,并輔以世界著名廣告節(jié)案例加以說(shuō)明。
[Abstract]:The traditional media advertisement takes the newspaper, the television, the broadcast and so on as the medium, the information carries on the transmission by the mass media typical one-to-many way, in this mode, the consumer is only the advertisement content target forever. However, in the media increasingly rich, more interactive today, this classical model has been deconstructed. The new media, such as Internet, mobile phone, outdoor electronics and so on, turn one-way information transmission into two-way interactive communication, which makes passive consumers become a part of advertising information, and gradually become a high level of participants. The original pattern of "besieging and bombing" consumers is replaced by "attraction under the respect of the needs of the audience", which embodies a fundamental change from "bombing" to "attracting", and advertising changes from "click" to "experience". The media under the new media environment are rooted in the "communication culture" with strong interaction and rapid feedback, which makes advertising have to change from the traditional "persuasion" era to the emerging "communication" era. With the continuous emergence of new technologies, advertising creativity is no longer limited by the traditional framework of advertising design, and began to move from plane and television to online and focus on the development of interactive advertising. "Media achieves creativity, creativity subverts the media," in addition to design and production factors, advertising creative media is also an important factor affecting the display of advertising. The effective communication of commercial advertising is not only reflected in the effective coverage of users, but also in the creative use and design of media. New creative thinking, is to be passive to active, let consumers into creativity, experience products, find answers. In this paper, we first give a brief overview of commercial advertising and new media, and then point out the difficulties faced by traditional advertising under the development of new media and the influence of the development of new media on commercial advertising. So commercial advertising must use new media innovatively in order to catch the attention of the audience and effectively convey the product information. Secondly, by analyzing the difference between new media advertisement and traditional media advertisement, the paper points out the advantage of new media in commercial advertisement. Finally, the paper puts forward some corresponding strategies, such as positioning strategy, creative strategy, performance strategy and communication strategy, and explains them with a case study of the world famous advertising festival.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：G206-F;F713.8

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

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相關(guān)碩士學(xué)位論文 前5條

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5 李嘉佳;藍(lán)色港灣項(xiàng)目新傳媒營(yíng)銷(xiāo)策略研究[D];廣西大學(xué);2012年

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本文編號(hào)：2420585