关于网络视频广告的社交传播途径分析  

Analysis of Social Communication Channels of Online Video Advertising

作　　者：张良蕙 Zhang Lianghui(Nanjing Audit University,Nanjing 211899,Jiangsu)

机构地区：[1]南京审计大学,江苏南京211899

出　　处：《江苏商论》2021年第3期21-24,共4页Jiangsu Commercial Forum

摘　　要：本文基于当前网络视频广告的传播现状以及当前社交网络发展的迅猛,提出将用户观看视频时插播的网络视频广告与社交网络相结合。在播放插播广告时,给予转发功能,让用户自愿将广告信息转发到他们的社交网络上,以此引发连锁式传播效应。本文通过探讨网络视频广告以社交网络为传播载体作宣传的可行性,指出有社交传播价值的软广告更能吸引大众为之传播。同时,从内容上和形式上两方面提出制造高社交价值的与高便捷性分享功能的网络视频广告。Based on the current spread of online video advertisements and the rapid development of current social networks,this article proposes to combine online video advertisements inserted when users watch videos with social networks.When playing interstitial advertisements,the forwarding function is given to allow users to forward the advertisement information to their social networks voluntarily,thereby triggering a chain communication effect.This article explores the feasibility of online video advertisements using social networks as communication media,and points out that soft advertisements with social communication value can attract the public to spread.At the same time,it proposes to create online video advertisements with high social value and high convenience sharing functions from both content and form.

关 键 词：网络视频广告 社交网络 大众传播 流行元素 新型广告 

分 类 号：F724[经济管理—产业经济]