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本研究通过选取西方2011年至今的有关新媒体场景与电视广告研究的相关文章进行分析。通过分析发现,新场景环境下电视广告依然具有强效果,但是想要在激烈的竞争中脱颖而出,需要建立电视节目品牌;在进行跨媒体广告活动运作时,需要考虑媒体顺序与产品特性的关系。而针对电视广告对于建立品牌的强效果,有研究学者认为,网络广告建立品牌与电视广告效果等同。为了应对新媒体环境带来的改变,受众观看场景变化需要电视广告添加互动性;新场景环境下更需要创意与恰当的幽默;植入式广告的“PP”标志的出现也是有利有弊的。
This study analyzes the relevant articles about the study of new media scenes and TV commercials in the West from 2011 till now. Through the analysis, we found that television advertising still has a strong effect in the new scenario. However, in order to stand out in the fierce competition, it is necessary to establish a TV program brand. When conducting a cross-media advertising campaign, the relationship between media order and product characteristics needs to be considered. As for the strong effect of TV advertising on brand building, some researchers think that the effect of establishing online brand advertising and television advertising is the same. To cope with changes brought about by the new media environment, the viewers need to add interactive TV ads to view the scene changes; more creative and proper humor is needed in the new scene environment; and the emergence of “PP” signs for implantable ads also has advantages and disadvantages of.