技术驱动融合 智能引领创新——2019年中国广告十大现象盘点  

Technology Drives Integration and Intelligence Leads Innovation: Inventory of China’s Advertising Top Ten Phenomena in 2019

作　　者：姜智彬 郭钦颖 JIANG Zhi-bin;GUO Qin-ying(Registrar's Office,Shanghai International Studies University,Shan ghai 200000,China;School of Journalism and Communicati on,Shanghai In ternational Studies University,Shanghai 200000,China)

机构地区：[1]上海外国语大学教务处,上海200000 [2]上海外国语大学新闻传播学院,上海200000

出　　处：《编辑之友》2020年第2期48-55,共8页Editorial Friend

基　　金：国家社会科学基金一般项目“人工智能重构下的广告运作流程研究”（18BXW105）

摘　　要：2019年正值中国广告产业发展40年。在不断进步的媒介技术冲击下,广告行业出现了很多新变化,呈现出很多新现象。这些新现象可从外在表现形式和内部行业发展两个视角进行梳理。从外在形式的视角来看,电商直播间、短视频、游戏化、社交媒体、长尾营销、跨界营销等营销方式在媒介技术的驱动下与广告不断融合,广告的内涵和外延不断扩大,广告的表现形式、传播渠道、受众体验都产生了明显变化,融合成为技术驱动的广告外在表现形式变化的重要趋势;从内部行业发展的视角来看,大数据技术、智能技术、区块链技术、5G通信技术纷纷赋能广告行业,广告营销链条、广告运作流程、广告产业方向都向智能化创新的道路转型,创新成为人工智能背景下广告行业内部发展的重要动力。同时,技术进步也引发了一系列对于广告伦理失范的治理思考。2019 is the 40th year for the development of Chinese advertising industry.Under the influence of continuous progress in media technology,many new changes have taken place in the advertising industry,presenting new phenomena.These new phenomena can be sorted out from the perspectives of external manifestations and internal industrial development.From the perspective of external one,e-commerce live broadcast rooms,short videos,gamification,social media,long-tail marketing,cross-border marketing and other marketing methods are continuously integrated with advertising driven by media technology,and the connotation and extension of advertising are constandy expanding.Furthermore,the expressive formats of advertising,communication channels,and audience experience have undergone significant changes.The integration has become an important trend in the change of external manifestations of technology-driven advertising.From the perspective of internal industrial development,big data,intelligent technologies,blockchain and 5G technology have empowered the advertising industry.The advertising marketing chain,advertising operation process,and advertising industry have been on the road to embrace intelligent innovation.Innovation has become an important driving force for the internal development of the advertising industry against the background of artificial intelligence.At the same time,technological progress has also led to a series of thinking about the paradigm loss of advertising ethics.

关 键 词：技术 融合 智能 创新 广告现象 

分 类 号：G206[文化科学—传播学]