基于“微時(shí)代”語境下的現(xiàn)代廣告研究_18526.pdf

1、學(xué)位論文獨(dú)創(chuàng)性聲明本人鄭重聲明：所提交的學(xué)位是本人在導(dǎo)師指導(dǎo)下進(jìn)行的研究工作和取得的研究成果。本論文中除引文外，所有實(shí)驗(yàn)、數(shù)據(jù)和有關(guān)材料均是真實(shí)的。本論文中除引文和致謝的內(nèi)容外，不包含其他人或其它機(jī)構(gòu)已經(jīng)發(fā)表或撰寫過的研究成果。其他同志對(duì)本研究所做的貢獻(xiàn)均已在論文中作了聲明并表示了謝意。學(xué)位論文作者簽名：彳武f在日期：為，7oC力學(xué)位論文使用授權(quán)聲明研究生在校攻讀學(xué)位期間論文工作的知識(shí)產(chǎn)權(quán)單位屬南京師范大；學(xué)。學(xué)校有權(quán)保存本學(xué)位論文的電

2、子和紙質(zhì)文檔，可以借閱或上網(wǎng)公布本學(xué)位論文的部分或全部?jī)?nèi)容，可以采用影印、復(fù)印等手段保存、匯編本學(xué)位論文。學(xué)校可以向國(guó)家有關(guān)機(jī)關(guān)或機(jī)構(gòu)送交論文的電子和紙質(zhì)文檔，允許論文被查閱和借閱。(保密論文在解密后遵守此規(guī)定)保密論文注釋：本學(xué)位論文屬于保密論文，保密期限為年。學(xué)位論文作者簽名：鏇_；之日期：2oi2紗f、多D指導(dǎo)教師簽名：日期：壘!翌!竺!一一———————————————————————————————一一一AbstractThe

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4、dvantagesintheformofexpressionandmodeoftransmissionModemadvertisingisoneofthemostobviouscharacteristicsofmodemcommercialsocietySocialandculturalformandmodeoftransmlsslonotchangeslntheadvertisingcommunicationpresentsanewv

5、endunder“micro—era’，Soclal，culturalandDublicvalues，changesinconsumptionconcepthavealsoaffectedthedeslgnanddisseminationofideasofmodernadvertisingTheadvertisingnarratlVeformoIexDressionmeetsthepursuitofcontemporaryconsume

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8、icalmicroblogadvertisingcaseintoadeeperaspectsofsocialcultural，consumerconcepts，theaudienceemotionalneedstoexplorethe1mpactofmodemadvenisingandpromotingunderthe“micro—era，，Italsoexplainsthereasonsofgreatimpactofgoodadver

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10、ationofpropulsiontobethemedialink—based，1temphaslsonadvenisingcommunicationandmediafeaturesfittocapturetheoverallplamingotadvert幽氍design，performanceandadvertisingpromotionItwillpaycloseattentlontothenewdyn鋤icoftheemergin

11、gsocialaffairsandthepublictotheneedsoftheaudiencestandpoint，innovativedesignconceptstocreateworksofartistryandaPPealoftheadvertisingwhichwillmeettheneedsofever—changingpopula。culture1nordertoachieveeffectivecommunication