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体验时代,传统媒体广告因媒介环境和消费者行为的变迁,遭遇前所未有的挑战。一方面传统媒体广告在吸引受众注意力、影响力、公信力等方面遭遇大面积失效,另一方面,传统媒体广告凸现广告本质属性,即信息沟通功能,在塑造品牌的长期动态过程中,在获取消费后满意度等方面找到用武之地。传统媒体广告应该适时调整传播方式和途径,在转向文化娱乐的创造和互动传播中获得新的生命力。
In the era of experience, traditional media advertisements face unprecedented challenges due to changes in the media environment and consumer behavior. On the one hand, traditional media advertisements have suffered a large area of failure in attracting the audience’s attention, influence and credibility. On the other hand, the traditional media advertisements have highlighted the essential attribute of advertisement, that is, the function of information communication. In the long-term dynamic process of shaping the brand, Consumer satisfaction and other areas to find use of force. Traditional media advertisements should timely adjust the modes of communication and ways to gain new vitality in the creation and interactive communication of cultural entertainment.