论3G背景下媒介环境对手机广告的影响.pdfVIP

《论 3G 背景下媒介环境对手机广告的影响》 摘 要 近年来手机广告这种赢利模式愈发引起广泛关注。在我国前3G时代，手 机广告已逐渐展现出它对传统媒体广告的超越；但其同时受到手机这一媒介所 处环境的制约而出现诸多困境。随着 3G 时代的到来，技术的革新推动媒介环 境发生变化，手机广告似乎也迎来了崭新的春天。 笔者基于手机媒体业界的多年从业经验，从媒介环境的视角出发，对 3G 背景下的手机广告进行解构，试图分析技术之于手机广告发展的作用。本文从 手机广告的概念讲起，对其形成条件、传播模式、特征、表现形式进行系统化 梳理，并对其发展历程进行回顾，指出技术的革新在发展过程中起着推动力的 作用，而非唯一要素。手机广告的发展很大程度上依靠受众的选择，同时也受 所处时代的各种社会环境要素影响。本文基于此对手机广告的发展提出了一系 列建议。 本文基于文献研究的基础，对前人研究成果、业界个案等进行比较分析， 强调对我国手机广告的研究应更多地结合特有的媒介环境进行深度挖掘。 本文的创新体现在选择了媒介环境这一全新研究视角，指出3G技术只是 手机广告在新环境下的动力要素之一。考虑到 3G 在中国发展的许多不确定因 素，手机广告要谋求新的发展不能盲目依赖于3G。 《论 3G 背景下媒介环境对手机广告的影响》 ABSTRACT Mobile advertising, as a new profit model, has attracted more and more attentions recently. During pre-3G times in China, mobile advertising has gradually shown its advantages beyond traditional media advertising; however, it faces many challenges due to the environment in which it works. With the coming of 3G age, technical innovation has promoted changes in the media environment, and it seems that the mobile advertising greets spring. Based on experiences in the mobile media industry over years, the author deconstructed the mobile advertising in 3G-based media environment in the view of the media environment, and attempted to analyze the role of technologies in the development of mobile advertising . Starting from the concept of mobile advertising, the paper dealt with its formation conditions, dissemination model, characteristics and presentation systematically, reviewed its development history, and pointed out the improving role, not the only factor, of technology innovation played in the development. The development of mobile advertising depends largely on not only the audiences