本文選題：公益廣告 + 病毒營銷　； 參考：《華東師范大學》2015年碩士論文

【摘要】：公益廣告在中國發(fā)揮著規(guī)范社會行為、改善社會風氣的重要作用,為我國道德文化的宣傳,國民素質(zhì)的提高做出了巨大的貢獻。但是在近三十年的對其推廣發(fā)展中,中國公益廣告的傳播效果和內(nèi)容制作依然存在著許多不足。本文簡要分析了目前國內(nèi)公益廣告的運營機制還不夠完善、內(nèi)容的深刻和受眾認同上還需要進一步挖掘和提升、傳播途徑和渠道尚需進一步拓寬和改善等問題,在互聯(lián)網(wǎng)時代,要想生存并活得更好,必須抓住機遇、把握互聯(lián)網(wǎng)的特點,及時發(fā)現(xiàn)并應用新的傳播方式,以求更好地發(fā)揮公益廣告的作用。隨著互聯(lián)網(wǎng)的全面普及,類似“病毒傳播”等互聯(lián)網(wǎng)時代獨特的信息傳播方式從一開始就引起了人們的關(guān)注,它們以極低的成本在極短時間內(nèi)就可以強有力的影響到數(shù)量龐大的受眾。隨著電商和社會化媒體的快速發(fā)展,很多品牌、機構(gòu)、人員利用這一傳播方式,創(chuàng)造了許多的優(yōu)秀傳播案例。借勢營銷、事件營銷等不斷涌現(xiàn),相對于公益廣告的投入高、耗時長、普及率低、難以被主動傳播等相對弱勢,運用互聯(lián)網(wǎng)思維的新型營銷方式很值得公益廣告有所借鑒。本文主要分析研究了“互聯(lián)網(wǎng)思維”視覺下的公益廣告新型傳播策略。
[Abstract]:Public service advertisement plays an important role in standardizing social behavior and improving social ethos in China. It has made great contributions to the propaganda of moral culture and the improvement of national quality. However, in the past 30 years, there are still many deficiencies in the dissemination effect and content production of Chinese public service advertisement. This paper briefly analyzes that the operation mechanism of domestic public service advertisement is not perfect at present, the content and audience identification need to be further excavated and promoted, the communication channels and channels need to be further expanded and improved, and so on, in the Internet age. In order to survive and live better, we must seize the opportunity, grasp the characteristics of the Internet, discover and apply new communication methods in time, in order to play a better role in public service advertising. With the overall popularity of the Internet, the unique information dissemination methods in the Internet era, such as "virus dissemination", have attracted people's attention from the beginning. They can reach a large number of audiences at very low cost in a very short period of time. With the rapid development of ecommerce and social media, many brands, institutions and personnel have created many excellent communication cases. Compared with the high investment, long time consuming, low popularizing rate and difficult to spread actively, the new marketing method of using Internet thinking is worthy of reference. This paper mainly analyzes and studies the new communication strategy of public service advertisement under the vision of Internet thinking.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F713.8

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本文編號：2037070