传统广告信息认知的局限与数字广告内容认知的逻辑——兼论数字广告内容的价值与影响力  

The Limitations of Traditional Advertising Information Cognition and the Logic of Digital Advertising Content Cognition:The Value and Influence of Digital Advertising Content

作　　者：程明 张蒙[2] CHENG Ming;ZHANG Meng(Center fo「Studies of Media Development,Wuhan University,Wuhan 430072,China;School of Journalism and Communication,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学媒体发展研究中心,湖北武汉430072 [2]武汉大学新闻与传播学院,湖北武汉430072

出　　处：《编辑之友》2022年第1期80-85,共6页Editorial Friend

基　　金：国家社会科学基金后期资助项目“网络经济时代广告业生态的变革与新广告业态研究”(17FXW005);教育部人文社会科学重点研究基地重大项目“传媒智能化发展背景下中国传媒广告产业竞争力研究”(16JJD860002)。

摘　　要：从传统广告到数字广告,其信息的认知逻辑随着媒介技术的浸入而不断发生改变。文章从传统广告信息认知的局限角度进行分析,对比建构数字广告下的内容认知逻辑,并深入剖析数字广告的影响能力。研究发现,对于大众媒介下"被控制"的受众而言,企业和媒体在传统广告信息的加工和传播上处于霸权地位。随着数字广告的兴起,不仅将传统的广告信息进行了内容再造,而且令认知的主体与客体在关系连接上发生了改变。此外,数字广告还利用社交媒体的即时性和交互性的特点,消解掉传统广告的控制权力,进而通过数字内容的影响能力完成广告的进化。From traditional advertising to digital advertising,its cognitive logic is constantly changing with the immersion of media technology.This article analyzes the limitations of traditional advertising information.It also contrasts and constructs the content cognition logic of digital advertising.And in-depth analysis of the power of influence of digital advertising is also conducted.This study finds that for the "controlled" audiences of the mass media,enterprises and media are in a hegemonic position in the processing and dissemination of traditional advertising information.With the rise of digital advertising,not only has the content of traditional advertising information been recreated,but also the relationship between the subject and the object of cognition has changed.In addition,digital advertising takes advantage of the immediacy and interactivity of social media to eliminate the control power of traditional advertising.And then through the "influence ability" of digital content to complete the evolution of advertising.

关 键 词：数字广告 传统广告 广告认知 控制权力 影响能力 

分 类 号：G206[文化科学—传播学]