移动互联网时代下的广告传播变革  

The Reform in Advertising Communication under the Mobile Internet Era

作　　者：罗志超[1] 陈培爱[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2015年第6期48-53,64,共7页Modern Advertising

基　　金：该研究受到国家社科基金重点课题《中国广告教育三十年研究（1983-2013）》（批准号13Axw15）资助.

摘　　要：移动互联网由互联网与移动通信结合产生，作为传统互联网的延伸和发展，它将带来几大冲击：从实时到随时的时间观、从在线到在场的空间观、从功能到智能的终端观。由此也引发了广告传播上的悄然变革，具体体现为：广告主体由单一到多元、广告信息由失衡到全面、广告媒体由分屏到跨屏、广告对象由小众到精众、广告效果由精准到匹配。而其背后彰显的主线为互动性继承下的移动化变异和移动化变异后的互动性升级。The Intemet combined with mobile communication give birth to the Mobile Internet. As an extension and development of the traditional Interact, it will bring some impact： The time concept is from real-time to whenever, The space view is from the online to the presence, The mobile terminal view is from the function to the intelligence. Thus it will led to the quietly reform in advertising communication, the concrete embodiment are as follows： Advertising agency will from single to multiple, advertising information will from imbalance to Complete, advertising media will from multi-screen to across the screen, advertising audience will from small mass to accurate mass, advertising effect will from precision to match. And the main line behind these reforms is the mobile variation under the inheritance of interaction and the interaction upgrade after the variation of mobile.

关 键 词：移动互联网 广告传播 移动 互动 变革 

分 类 号：F713.8[经济管理—广告]