当前我国新媒体广告传播的探究
[摘 要] 随着经济发展，近年来广告也迅速发展，广告业已成为我国国民经济中不可缺少的重要产业之一。当今社会，广告时刻都在浸染和熏陶着受众，影响着他们的个人行为。而广告的综合作用是通过广告效果来体现的，广告效果是衡量广告质量及成败的重要标尺，也是广告主提高广告传播效果策略的重要依据。
以往的广告研究者大多的是注重广告的传统传播媒体，本文从另外一个角度来阐述广告传播效果提升中的一些问题，主要分为三个部分，第一部主要概述新媒体对现代广告传播的影响。第二部分主要是讲我国广告的媒体创新策略。第三部分是提高广告传播效果的建议。本文主要从广告创新和新媒体这两个方面来探讨如何对广告传播效果进行促进和提升。
[关键词] 广告传播效果; 传统传播媒体; 新媒体; 广告创新
How to improve the advertising effect
Abstract：Along with economic development, in recent years, advertising the rapid development, advertising has become one of the important industry indispensable to our national economy. Today’s society, advertising all the time in the dip and the influence of audience, the impact on their personal behavior. The combined effects of advertising is to reflect the advertising effect, advertising effectiveness is an important benchmark to measure the quality of ads and the success of advertisers for advertising campaign strategy.
Advertising researchers mostly focus on traditional advertising media, from another angle of the advertising campaign to enhance a number of problems, mainly divided into three parts, the first major overview of the status quo and the reasons of advertising communicationanalysis. The second part is to talk about our advertising media innovation strategy. The third part is to improve the recommendations of the advertising campaign. In this paper, these two aspects of advertising innovation and new media to explore how to promote and enhance the advertising campaign.
Keywords：Advertising campaign; Traditional media; New media;
Advertising innovation
目 录
1 引言……………………………………………………………………………………………. 1
2 新媒体的概述及对广告传播的影响……………………………………………… 2
2.1 新媒体的概述…………………………………………………………………………………………………… 2
2.2 新媒体对广告传播的影响…………………………………………………………………………………. 3
2.2.1 新媒体对广告传播模式主体要素的影响…………………………………………………………………. 3
2.2.2 新媒体对广告传播模式的影响……………………………………………………………………………… 4
3 我国广告的媒体创新策略……………………………………………………………. 8
3.1 利用手机媒体，开创广告媒体新时代……………………………………………………………….. 8
3.2 交互网络电视新媒体………………………………………………………………………………………… 9
3.3 利用数字电视，传播广告…………………………………………………………………………………. 9
3.4 利用互联网博客，改变传统意义上的传播形式……………………………………………….. 10
3.5 户外广告，传播广告的新形式………………………………………………………………………… 10
4 新媒体广告传播的探究……………………………………………………………… 11
4.1 恰当的媒介组合……………………………………………………………………………………………… 11
4.2 利用互联网，广泛传播广告……………………………………………………………………………. 12
4.3 利用户外宣传，传播广告……………………………………………………………………………….. 12
4.4 加强广告自身的创新………………………………………………………………………………………. 13
4.4.1 要拓展创新视野，开发广告的功能……………………………………………………………………… 13
4.4.2 要打破思维的束缚，清除权威定势……………………………………………………………………… 13
4.4.3 要激发创新潜能，挖掘创新的动力……………………………………………………………………… 14
4.5 以广告诉求内容与表现形式的统一，塑造广告的亲和力…………………………………. 14
4.5.1 情感诉求方式………………………………………………………………………………………………….. 15
4.5.2 象征的方式…………………………………………………………………………………………………….. 16
5 新媒体广告的案例…………………………………………………………………….. 18
5.1 手机广告………………………………………………………………………………………………………….. 18
5.2移动新媒体广告………………………………………………………………………………………………….. 18
5.3 户外新媒体广告…………………………………………………………………………………………………. 19
6 结语………………………………………………………………………………………….. 21
参考文献………………………………………………………………………………………. 22
