新媒体时代短视频广告传播的研究  

Research on Short Video Advertising Communication in the New Media Era

作　　者：李欣悦 Xinyue Li(School of Journalism and Communication,Beijing Institute of Graphic Communication,Beijing)

机构地区：[1]北京印刷学院新闻传播学院,北京

出　　处：《新闻传播科学》2024年第5期1204-1210,共7页Journalism and Communications

摘　　要：随着新媒体的发展,广告传播方式也发生了巨大变化,从视频播放界面到视频内容,都成为广告植入的重要渠道。尤其是短视频广告,受到用户流量和大数据算法推荐的支持,已经形成了一种全新的信息传播模式,受到广告商和品牌商的青睐。短视频广告虽然兼具市场、内容、技术、平台等思维传播逻辑,然而也存在一系列的现实问题,导致其传播空间还不够广泛和宽阔。本文旨在深入探讨短视频广告传播的概念、发展历程及其独特性,并从理论和实践两个角度,分析目前存在的问题,提出可行的解决方案,以期为未来的短视频广告传播提供参考。With the development of new media,the way of advertising communication has also undergone great changes,from video playback interface to video content,which has become an important channel for advertising placement.In particular,short video advertising,supported by user traffic and big data algorithm recommendations,has formed a new information dissemination model,which is favored by advertisers and brands.Although short video advertising has both market,content,technology,platform and other thinking and communication logic,there are also a series of practical problems,resulting in its communication space not being wide and broad enough.The purpose of this paper is to deeply discuss the concept,development process and uniqueness of short video advertising communication,analyze the existing problems from both theoretical and practical perspectives,and put forward feasible solutions,in order to provide reference for short video advertising communication in the future.

关 键 词：新媒体时代 短视频广告 传播策略 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]