本文關(guān)鍵詞：植入式網(wǎng)絡(luò)視頻廣告及其互動性分析　出處：《哈爾濱工業(yè)大學(xué)》2008年碩士論文　論文類型：學(xué)位論文

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【摘要】： 本文以植入式網(wǎng)絡(luò)視頻廣告作為研究對象,重點分析其互動性。本文將植入式網(wǎng)絡(luò)視頻廣告界定為:基于互聯(lián)網(wǎng)技術(shù),將產(chǎn)品或品牌信息及其代表性的視覺符號甚至品牌理念策略性融入網(wǎng)絡(luò)視頻內(nèi)容之中,構(gòu)成了網(wǎng)絡(luò)受眾真實觀看或通過聯(lián)想所感知到的情節(jié)的一部分,在網(wǎng)絡(luò)受眾關(guān)注的狀態(tài)下將商品或品牌信息傳遞給網(wǎng)絡(luò)受眾,并刺激網(wǎng)絡(luò)受眾進(jìn)行互動,讓網(wǎng)絡(luò)受眾留下對產(chǎn)品及品牌印象,繼而達(dá)到營銷目的的廣告形式。它是寬帶技術(shù)、流媒體技術(shù)、視頻檢索技術(shù)以及網(wǎng)絡(luò)平臺技術(shù)支持下的、具有較強(qiáng)互動性的一種新媒體廣告。 通過對大量實例的搜集疏理,本文將植入式網(wǎng)絡(luò)視頻廣告進(jìn)行了分類。按照傳播方式的不同,將其劃分為將其劃分為“一對一”傳播、“一對多傳播”和“多對多傳播”三種類型。從傳播學(xué)角度分析出植入式網(wǎng)絡(luò)視頻廣告具有超時空的傳播廣度、超功利的傳播理念、以及高度針對性的傳播維度等特點。同時,本文特別分析了依托于高新技術(shù)的植入式網(wǎng)絡(luò)視頻廣告不同于以往傳統(tǒng)廣告和早期網(wǎng)絡(luò)廣告的審美特點,具體表現(xiàn)在廣告創(chuàng)意以及藝術(shù)表現(xiàn)等方面展現(xiàn)出全新的美學(xué)特征;特別是其強(qiáng)大的互動性,給廣告帶來了無窮無盡的活力。而植入式網(wǎng)絡(luò)視頻廣告互動性,正是基于受眾心理認(rèn)知的需求、科技發(fā)展的刺激和媒體角色的變革的深層動因。植入式網(wǎng)絡(luò)視頻廣告的互動模式也是本文分析的一個重點,植入式網(wǎng)絡(luò)視頻廣告的互動性不僅體現(xiàn)在網(wǎng)絡(luò)受眾與廣告信息和廣告主之間互動,而且網(wǎng)絡(luò)受眾之間也存在著密切的互動。這種互動模式的變化,形成了植入式網(wǎng)絡(luò)視頻廣告區(qū)別于其它廣告形式的互動特點:依托高科技手段的互動、信息傳播循環(huán)往復(fù)的互動、即時性的情境推動的互動。 在大量實例研究的基礎(chǔ)上,本文探討了植入式網(wǎng)絡(luò)視頻廣告互動性的價值,認(rèn)為這種新型的廣告形式增強(qiáng)了廣告受眾的主導(dǎo)地位,創(chuàng)造了沉浸式廣告的審美體驗,實現(xiàn)了廣告的功利性與藝術(shù)的超越性的融合,模糊了虛擬生存與現(xiàn)實世界的界限。
[Abstract]:This paper focuses on the interactivity of implantable online video advertising, which is defined as: based on Internet technology. The product or brand information and its representative visual symbols and even brand ideas are strategically integrated into the network video content, which constitutes a part of the plot that the network audience views or perceives through association. Under the condition that the network audience pays attention to the product or brand information to the network audience and stimulate the network audience to interact to make the network audience leave the impression of the product and brand. With the support of broadband technology, streaming media technology, video retrieval technology and network platform technology, it is a new media advertisement with strong interaction. Through the collection of a large number of examples, this paper classifies the embedded network video advertising. According to the different communication methods, it is divided into "one-to-one" communication. Three types of "one-to-many" and "many-to-many". From the point of view of communication, the author analyzes the idea that the implanted network video advertisement has the spread breadth and utility of transcending time and space. At the same time, this paper especially analyzes the aesthetic characteristics of the embedded video advertising based on high and new technology, which is different from the traditional advertising and early online advertising. It shows new aesthetic characteristics in the aspects of advertising creativity and artistic expression. Especially its strong interactivity has brought endless vitality to the advertisement. And the interactivity of the embedded network video advertisement is precisely based on the needs of the audience's psychological cognition. The stimulation of the development of science and technology and the deep motive of the change of the media role. The interactive mode of the embedded network video advertisement is also one of the emphases of this paper. The interactivity of implantable network video advertisement is not only reflected in the interaction between network audience and advertising information and advertisers, but also in the close interaction between network audience. It forms the interactive characteristics of implantable network video advertisement which is different from other advertising forms: relying on the interaction of high-tech means, information dissemination cycle interaction, instant situational interaction. On the basis of a large number of examples, this paper discusses the value of the interactivity of embedded network video advertising, and thinks that this new form of advertising enhances the dominant position of the advertising audience. It creates the aesthetic experience of immersive advertising, realizes the fusion of utilitarianism and transcendence of art, and blurs the boundary between virtual existence and real world.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F713.8

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