意义与欲望的再生产:场景视阈下的网络广告创新研究  

Reproduction of Meaning and Desire:Research on Innovation of Online Advertising from Perspective Angle

作　　者：吴鼎铭[1] 石义彬[2] 

机构地区：[1]福建师范大学传播学院 [2]武汉大学新闻与传播学院

出　　处：《广告大观（理论版）》2017年第3期10-15,共6页Journal of Advertising Study

基　　金：国家社科基金青年项目<海峡两岸文化创意产业合作研究>(编号:13CXW056)的研究成果

摘　　要：通过"场所"搭建与"情景"设置,移动互联网时代的场景广告将消费者、商品形式、消费理念、服务体验、审美情趣与社交互动等多种元素融合在一起,创造了一个"此时此刻"的理想情景,实现了商品意义的再生产与消费欲望的再创造。由此,广告的形态与理念逐渐从以受众需求为主导的"满足型"广告转变为刺激消费欲望的"预测型"广告,从"广而告之"的宣传模式转变为"互动分享"的体验模式,商品的意义生产从传统广告中的单一化转变成流动的多元化。这些转型对于推动广告受众的细分、广告投放的精准化和消费欲望的再生产而言都具有革命性。Through place-building and scenario settings, the scene advertisements in the mobile internet era put the elements such as consumer, product, consumption concept, service experience, aesthetic taste and social interaction together to create an ideal scenario at this moment, so as to achieve the reproduction of the meaning and consumer＇s desire. Thus the form and concept of advertising have gradually changed from the ＂demand-led＂ type to ＂stimulating-led＂ type from the propaganda mode to the interactive sharing mode, and the production of meaning also has changed from the singularity to the diversification. These transformations are revolutionary for promoting the segmentation of advertising receivers, the refinement of advertising, and the reproduction of consumer desires

关 键 词：场景 互联网 意义 欲望 生产 

分 类 号：F713.8[经济管理—广告]