【摘要】：社會(huì)化媒體廣告是廣告主依靠社會(huì)化媒體的平臺(tái)，借助網(wǎng)絡(luò)音樂(lè)、網(wǎng)絡(luò)文學(xué)、網(wǎng)絡(luò)視頻、網(wǎng)絡(luò)游戲等娛樂(lè)化的表現(xiàn)形式制作生產(chǎn)的，，具有實(shí)時(shí)反饋功能和互動(dòng)機(jī)制的廣告形式。相比于傳統(tǒng)廣告，社會(huì)化媒體廣告擁有廣泛、全新的互動(dòng)性，能夠帶給觀者內(nèi)容與媒介相融合的觀看體驗(yàn)，實(shí)現(xiàn)了對(duì)目標(biāo)消費(fèi)者的精準(zhǔn)定位，可以產(chǎn)生口碑傳播的巨大效應(yīng)。 娛樂(lè)經(jīng)濟(jì)時(shí)代，消費(fèi)者的需求已不局限于商品的日常特性，而是更加注重產(chǎn)品帶給他們的用戶體驗(yàn)，營(yíng)銷(xiāo)也不再是簡(jiǎn)單的推銷(xiāo)產(chǎn)品，更需要營(yíng)造出符合消費(fèi)者心理的愉悅感受，因此娛樂(lè)化成為廣告發(fā)展的新趨勢(shì)。 廣告娛樂(lè)化，指的是將娛樂(lè)理念和娛樂(lè)元素系統(tǒng)的運(yùn)用到廣告創(chuàng)意、制作、投放等流程中，從而實(shí)現(xiàn)吸引受眾觀看，形成受眾認(rèn)同感的廣告?zhèn)鬟_(dá)過(guò)程。廣告娛樂(lè)化要求廣告必須擁有故事化的表達(dá)和病毒化的傳播，并且能夠給受眾帶來(lái)投入化的觀看效果以及互動(dòng)化的參與方式。社會(huì)化媒體的互動(dòng)性、參與性契合了娛樂(lè)的這一特點(diǎn)，因而社會(huì)化媒體的出現(xiàn)對(duì)廣告娛樂(lè)化起到了推波助瀾的作用。 制約社會(huì)化媒體廣告娛樂(lè)化的因素是多方面的：經(jīng)濟(jì)基礎(chǔ)決定上層建筑，娛樂(lè)經(jīng)濟(jì)的蓬勃促進(jìn)了娛樂(lè)文化的發(fā)展，也成為廣告娛樂(lè)化的直接動(dòng)力；以數(shù)字化技術(shù)為代表的新媒體技術(shù)的進(jìn)步為廣告娛樂(lè)化的出現(xiàn)提供了硬件上的支持；消費(fèi)者的心理和生理需求則是廣告娛樂(lè)化產(chǎn)生的深層原因。社會(huì)化媒體廣告娛樂(lè)化具有獨(dú)特的實(shí)現(xiàn)方式和比較優(yōu)勢(shì)，他的作用過(guò)程可分解成目標(biāo)受眾的選取、廣告創(chuàng)意和設(shè)計(jì)、廣告載體和代言人的選擇以及廣告投放策略四個(gè)步驟。 出于對(duì)經(jīng)濟(jì)利益的過(guò)渡追求和對(duì)娛樂(lè)化的誤解，導(dǎo)致了廣告娛樂(lè)化的濫用，并帶了不良的社會(huì)后果：泛娛樂(lè)化現(xiàn)象以及消費(fèi)主義等。而要避免泛娛樂(lè)化，就要注意對(duì)娛樂(lè)限度的把握，在加強(qiáng)行業(yè)自律和監(jiān)管的同時(shí)，也要提升廣告從業(yè)人員和受眾的廣告媒介素養(yǎng)。
[Abstract]:Social media advertising is a kind of advertising which is produced by advertisers relying on the platform of social media, with the help of network music, network literature, network video, online games and other entertainment forms. It has the function of real-time feedback and interactive mechanism. Compared with traditional advertising, social media advertising has a wide range of new interactive, can bring the viewer content and media integration of the viewing experience, achieve the accurate positioning of target consumers, can produce a huge effect of word of mouth dissemination. In the era of entertainment economy, the consumer's demand is not limited to the daily characteristics of the commodity, but more attention is paid to the user experience brought to them by the product. Marketing is no longer a simple marketing product, but also needs to create a pleasant feeling in line with the consumer's psychology. So entertainment becomes a new trend of advertising development. Advertising entertainment refers to the application of entertainment concept and entertainment elements system to the process of advertising creativity, production, delivery, so as to achieve the advertising communication process of attracting audience to watch and forming audience identity. The entertainment of advertisement requires that the advertisement must have the story expression and the virus transmission, and can bring the audience the input viewing effect as well as the interactive participation way. The interaction and participation of social media fit this characteristic of entertainment, so the appearance of social media plays an important role in advertising entertainment. The factors restricting the entertainment of advertising in social media are various: the economic basis determines the superstructure and the flourishing entertainment economy promotes the development of entertainment culture and becomes the direct motive force of entertainment; The progress of new media technology, represented by digital technology, provides hardware support for the emergence of advertising entertainment, and the psychological and physiological needs of consumers are the deep reasons for the emergence of advertising entertainment. The social media advertisement entertainment has the unique realization way and the comparative advantage, its function process may decompose into the target audience selection, the advertisement creativity and the design, the advertisement carrier and the spokesman choice as well as the advertisement placement strategy four steps. Out of the transitional pursuit of economic interests and misunderstanding of entertainment, it leads to the abuse of entertainment in advertising, and brings about negative social consequences: pan-entertainment and consumerism. To avoid pan-entertainment, we should pay attention to the limit of entertainment, strengthen industry self-discipline and supervision, but also improve advertising media literacy of advertising practitioners and audiences.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：G206;F713.8

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