| 品牌传播：新媒体环境下广告内涵演进的取向 |
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| 引用本文： | 舒咏平.品牌传播：新媒体环境下广告内涵演进的取向[J].中国广告,2009(10):102-106. |
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| 作者姓名： | 舒咏平 |
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| 作者单位： | 华中科技大学新闻与传播学院 |
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| 基金项目： | 湖北省重点文科基地“科技与传播研究中心”课题“新媒体环境下的品牌传播研究”(项目编号0802)的阶段性成果。 |
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| 摘 要： | 以互动性、自主性为特征的新媒体使得广告主自主传播获得实现,也就使得＂广告＂的＂付费＂、＂可识别＂、＂非个人的传播＂等核心要素遭受致命挑战;广告内涵的演进势在必行。而热极一时的＂整合营销传播＂某种意义上是消灭广告本体,如此,＂品牌传播＂就成为广告内涵演进的必然取向。
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| 关 键 词： | 品牌传播 新媒体环境 广告内涵 演进取向 |
Brand Communication, Trend of Ad in the New Media Background |
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| Abstract: | Marked by interaction and autonomy, new media enables advertisers to communicate undependently. It thus brings in fatal challenges to core factors, like ‘pay’ of ‘advertising’, ‘identifiability’, ‘non-personal communication’,etc; Nevertheless, development of advertising connotation is imperative under the situation.In a way, the has-been IMC means to eliminate advertising itself. As a result, Brand Communicating becomes the inevitable orientation. |
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| Keywords: | brand communicating new media environment advertising connotation development orientation |
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