基于“微时代”语境下现代广告的研究

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1、AbstractThemicro-bloggingasthemostrepresentativeofthemediainthemicro．era，isanemergingbothsocialandcommunicationcapabilitiesofsocialmedia．Comparedwithtraditionaladvertising，themicro—bloggingmediaadvertisingistoreflectnewfeaturesandadvantagesintheformofexpressionandmodeoftransmission．Modemadvertisin

2、gisoneofthemostobviouscharacteristicsofmodemcommercialsociety．Socialandculturalformandmodeoftransmissionofchangesintheadvertisingcommunicationpresentsanewtrendunder“micro．era”．Social．culturalandpublicvalues，changesinconsumptionconcepthavealsoaffectedthedesignanddisseminationofideasofmodemadvertisi

3、ng．Theadvertisingnarrativeformofexpressionmeetsthepursuitofcontemporaryconsumersociety，theconceptofemotionalconsumption．Becauseofitspropagationcharacteristicsofimmediacy，interactivity，liberalization，non—centralizationaswellasgrassrootstic，itbecomesthebestofmodemadvertising“narrative”platform．Micro

4、-bloggingadvertisingandmarketingisbecomingthehotspotsinthemodemsociety．Fromtheperspectiveofthemicro—bloggingadvertisingmanifestations，propagationcharacteristics，audiencepsychologyandmarketingmode，etc．，thisresearchanalysesthetypicalmicro-blogadvertisingcaseintoadeeperaspectsofsocial，cultural，consum

5、erconcepts，theaudienceemotionalneedstoexploretheimpactofmodemadvertisingandpromotingunderthe“micro．era”．Italsoexplainsthereasonsofgreatimpactofgoodadvertisingmediathroughmicro-bloggingwhichcouldcontributetothemicro—bloggingadvertisingforbetterdevelopmentandinnovativedesignphilosophyofmodemadvertis

6、ing．Revealedthroughthemicro—bloggingadvertising，modemadvertisingdesignintegrationofpropulsiontobethemedialink—based，itemphasisonadvertisingcommunicationandmediafeaturesfittocapturetheoverallplanningofadvertising，design，performanceandadvertisingpromotion．Itwillpaycloseattentiontothenewdynamicofthee

7、mergingsocialaffairsandthepublictotheneedsoftheaudiencestandpoint，innovativedesignconceptstocreateworksofartistryandappealoftheadvertisingwhichwillmeettheneedsofever—changingpopularcultureinordertoachieveeffectiv