數字電視廣告初探.pdf

1、華中科技大學碩士學位論文數字電視廣告初探姓名：劉劍申請學位級別：碩士專業(yè)：傳播學指導教師：舒詠平20050511IIAbstractDigitalTVemergesintheinfmationera.WithitsappearanceDigitalTVhasstronglychangedthetraditionalTVmediawhichhastheacteristicofunilateralcommunication.Stingtra

2、nsmittinginfmationby“Byte“DigitalTVcanmutuallyreactwithitsaudience.Itcanalsoprovidethehighdefinitionofcommunicationqualitythemasscapacityofcommunicationchannelthegeneralcommunicationability.Withtheacteristicofsimultaneou

3、smutualreactionDigitalTVisverydifferentoftraditionalanalogicalTVthereisahisticalrevolutionarychangefus.DigitalTVadvertisementthatbodiedindigitalTVhassubstantiallychangedthecommunicationwayofTVadvertisement.Infmationwhich

4、communicatedunilaterallysometimeslagglyoftraditionaladvertisementhasbecomesimultaneouslymutualreacted.Aboningthe“provision“(socalled“push“)wayoftraditionalTVadvertisementmodelDigitalTVadvertisementhasjoinedthe“provision“

5、(socalled“push“)“invitation“(socalled“pull“)waystogetherleadtothenewadvertisementssuchasionAdinvitationAdconsultationAdexhibitionAdinterventionAd.TraditionalcompulsivecommunicationhasbeenchangedbythewholenewdigitalTVadve

6、rtisementbasedonmutualreactiondigitalTVadvertisementcansupplythesubjectivechoicesystematicserviceguidedmutualreaction.ThemutualreactionofdigitalTVadvertisementhasalsochangedthecommunicationtheymodel.ThedigitalTVadvertise

7、mentisdevelopingintothetrendofconcerningftargetedcustomersdividedmarketPP(pointtopoint)communication.DigitalTVtechnologyhasbroughtahugeshocktoadvertisementthereisachangefromcompulsiontoegocentricityleadtocollapseoftradit

8、ionaladvertisementstyle.InthebusinessofdigitalTVadvertisementchangesofadvertisementmodelcespirithavebecometrueinthemeanwhilenewtechnologyhasbringawholenewbusinesspromotionmodelofdigitalTVadvertisement.Keywds:DigitalTVMut