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媒介渠道空前的爆增,受众主动权史无前例的上升,数字技术一日千里的发展……媒介环境新的变化让广告商再也无法批量生产面向广大受众的广告——受众,早已消散到社会生活的各个角落里,近年来尤以虚拟社区(VirtualCommunity)为甚。但“道高一尺,魔高一丈”,新的广告形式的出现让广告商有了抓住隐匿在虚拟社区之中的受众们,这就是VirtualAdvertisin(g虚拟广告)。本文试图从虚拟广告的定义和发展入手,探讨这一广告形式在当今分众化数字媒体时代的意义及其发展前景。
The unprecedented proliferation of media channels, an unprecedented rise in the initiative of the audience, the rapid development of digital technology ... ... New media environment so that advertisers can no longer mass-produce ads for the general audience - the audience has long dissipated to all social life Corner, especially in recent years, the virtual community (VirtualCommunity) even more. However, “one foot tall, magic height”, the emergence of new forms of advertising so that advertisers have seized the audience hidden in the virtual community, this is VirtualAdvertisin (g virtual advertising). This article attempts to start from the definition and development of virtual advertising to explore the significance of this advertising format in today’s era of digital media and its development prospects.