手机短信中的形象广告研究  

A STUDY OF SMS IMAGE ADVERTISING

作　　者：于建华[1] 余海跃[1] 

机构地区：[1]河南工业大学教学评估办,河南郑州450052

出　　处：《河南工业大学学报（社会科学版）》2009年第2期52-55,共4页Journal of Henan University of Technology:Social Science Edition

基　　金：河南省哲学社会科学规划项目阶段性成果(项目号:2007BXW001);河南省教育厅人文社会科学研究项目阶段性成果(项目号:2006-GH-089)

摘　　要：手机短信形象广告与一般手机短信广告在目的、内容、性质和发送对象上有较大区别。手机短信形象广告的类型主要分为公益信息型、宣传沟通型、礼仪服务型及其他类型等。手机短信形象广告的内容主要涉及社会热点、群众生活、公益信息和社会组织自身信息等几个方面。手机短信形象广告的形式设计要短小精悍、生动引人、把握社会公众心理、灵活运用多媒体和坚持科学广告等。手机短信形象广告的传播策略主要有:与传统媒体结合,掌握发送时间,控制成本,重视意见反馈,等等。SMS image advertising differs a lot from the ordinary SMS advertising in terms of advertising purposes, contents, nature and directed targets. SMS image advertising can be classified into public information ads, publicity-communication ads, etiquette and other types as well. The contents of SMS image advertising involve such aspects as social happenings of general interest, the life of the masses, public information and in- formation about social organizations. The designing form of SMS image advertising must be short, lively, able to grasp the public psychology, to make flexible use of multimedia and to adhere to scientific advertising. The propaganda strategies of SMS image advertising mainly stress its integration with traditional media, controlling the time of spreading information, cost control, feedback and so on.

关 键 词：手机短信 形象 广告 

分 类 号：G206.3[文化科学—传播学]