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本文将从区分广告的软硬暴力入手,从广告本身的权力符号来说明广告软暴力的实施。随着越来越多的广告对受众的注意力进行争夺,广告商和媒体展开了积极的互动来软化广告的暴力,提高广告的影响力。在进入Web2.0时代以后,这种互动和软化进一步增强,比如搜索引擎广告的竞价排名模式,书谷用广告抵书价的模式,阿里妈妈专业的网络广告代理模式,豆瓣网的隐性推荐机制和手机的“点告”与“直告”模式。随着传媒技术的发展,广告隐藏其暴力的方式越来越高明和多样化,并成功的引导受众对其进行主动接受。
This article will start with the distinction between hard and soft violence that distinguishes advertisements and illustrates the implementation of advertising soft violence from the power of advertising itself. As more and more advertisements compete for the attention of the audience, advertisers and the media have conducted active interactions to soften the violence of advertisements and improve the influence of advertisements. After entering the Web2.0 era, this interaction and softening to further enhance, such as search engine advertising auction ranking model, Book Valley with advertising book prices mode, Ali mother professional network advertising agency model, Douban implicit recommendation Mechanism and phone “point to inform ” and “direct call ” mode. With the development of media technology, the way advertisements hide their violence is becoming more sophisticated and diversified, and the audiences are successfully guided to accept them actively.