媒介技术演化下广告运作流程的变迁研究  

Diachronic Probe into Advertising Operation Procedures from Media Technological Evolution Perspective

作　　者：姜智彬[1] JIANG Zhi-bin

机构地区：[1]上海外国语大学新闻传播学院,上海200083

出　　处：《湖北大学学报（哲学社会科学版）》2021年第1期154-162,F0003,共10页Journal of Hubei University(Philosophy and Social Science)

基　　金：国家社会科学基金项目“人工智能重构下的广告运作流程研究”(18BXW105);上海外国语大学校级重大科研项目“人工智能驱动的广告变革与发展研究”(编号:201914033)的资助。

摘　　要：以媒介技术的出现与应用为依据,改革开放以来的媒介技术发展可以分为四个阶段,即传统媒介技术阶段、PC端互联网技术阶段、移动互联网技术阶段、智能媒介技术阶段。广告运作流程在这四个阶段有着显著的差别,即媒介技术演化下广告运作流程发生了变迁。影响广告运作流程变迁的中介因素是广告形态,广告形态由媒介技术对广告形态实现的可能性与广告市场对广告形态需求之间的博弈决定。具体表现为:与媒介技术四阶段的演变相适应,广告形态从单向告知性广告、网络展示式广告、社交互动型广告演变到全景化智能广告,广告运作流程亦随之发生了相应的调整。Based on the emergence and application of media technology, after 1978, media technology can be divided into four stages: traditional media technology stage, PC-side Internet technology stage, mobile Internet technology stage, and intelligent media technology stage. The study found that the advertising operation process had significant differences in these four stages, that is, the advertising operation process has changed under the evolution of media technology. The mediating factor that influences the change of the advertising operation process is the advertising form, which is determined by the game between the possibility of media technology realizing the advertising form and the demand of advertising market for the advertising form. Specifically, it is shown as follows: corresponding to the evolution of the four stages of media technology, the advertising form has evolved from one-way informative advertising, online display advertising, social interactive advertising to panoramic intelligent advertising. And the advertising operation process has also been adjusted accordingly.

关 键 词：媒介技术 广告运作流程 广告形态 

分 类 号：G206[文化科学—传播学] F713[经济管理—产业经济]