| 网络视频广告的接受美学思考 |
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| 引用本文： | 聂建成.网络视频广告的接受美学思考[J].云梦学刊,2011,32(2):146-148. |
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| 作者姓名： | 聂建成 |
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| 作者单位： | 湖南师范大学,新闻与传播学院,湖南,长沙,410081 |
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| 基金项目： | 湖南省社会科学基金项目:网络视频对传统影像传播的影响研究 |
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| 摘 要： | 随着互联网的高速发展,用户借助于大力发展的新的视频点播技术（流直播）,实现了在网络上的＂即点即播＂,网络视频广告契合时代新营销的发展趋势,以其内容的极大丰富性、广告主与用户的便捷交互性及投放精确性等优点成为当下广告市场的一支强劲生力军,但是网络视频广告毕竟是新兴力量,其接受的有效性还有待进一步的探讨。
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| 关 键 词： | 网络视频 广告 接受美学 互动 |
A REFLECTION ON RECEPTIONAL AESTHETIC OF NETWORK VIDEO ADVERTISEMENT |
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| NIE Jian-cheng.A REFLECTION ON RECEPTIONAL AESTHETIC OF NETWORK VIDEO ADVERTISEMENT[J].Journal of Yunmeng,2011,32(2):146-148. |
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| Authors: | NIE Jian-cheng |
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| Institution: | NIE Jian-cheng(College of Journalism and Communication,Hunan Normal University,Hunan,Changsha 410081,China) |
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| Abstract: | With the rapid development of the internet,users made video-on-demand come true with the help of the new VOD(FastVOD) technology.The network video advertisements are following the new trends of marketing in this era and has become a fresh troop which has exert great influence on advertisement market with its obvious specialty,say,plentiful content,convenient communication between advertisers and users and accurate introduction,however,the net video advertisement are newcomers in this market,its effectivenes... |
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| Keywords: | network video advertisement reception aesthetics interaction |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
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