网络定制广告剧的传播机制及效应分析.pdfVIP

ABSTRACT Along with the internet information’s growing explosion, miscellaneous network videos gush out from the video website, twitter, and weibo etc, which results the spring-up and development of the internet video advertisement. More and more enterprises and advertising manufacturers turn their eyes to this concise and customized video advertisement. By network video ’s fast spread, the booming customized videos are apt to form internet video ads ’ main steam. In that it is the obvious tendency that network marketing has divided audiences with much more subdivision and pertinence, the customized video advertisements with inherent commerce advantage, represented by microfilm and network short play, just cater to audiences’ habit to accept and transmit information fragmentation. What ’s more, base on the numerous internet audiences, video advertisement ’s investment is less while result is more effective comparing with the TV advertisement. Internet customized video advertisement is an important kind of the online video advertisement. This thesis analyzes the cases of internet customized video advertisement, combining with theories of communication, sociology and psychology. First of all, it shows the probation of concepts lists essential format and contention, analyzes the background condition of its prosperity and development, and illuminates its existing status. Then in the communication perspective, it expounds the motivation and character during communication launched by advertiser, manufacturer and network platform, in terms of communicator, media, and audience. Audiences’ communicating psychology, the exchange of roles, and the behavior effects were researched. Finally, it analyzes internet c