摘要
基于模式本身的特质和思考的角度差异,在用理论模式概括广告效果的研究历史中,出现过线型模式、反馈型模式和象限型模式三大类型。文章分析了各类模式中的典型代表,在此基础上提出了针对网络传播现状的广告效果行为模式——交互模式。该模式以网络传播中的受众行为作为思考基础,总结出点击、搜索、处置、分享和行动是当下广告效果的五大要素。它们之间的关系不是简单的线型、并列或交叉,而是一种可以彼此交互、相互影响的网状存在。较之传统的模式,该模式能更好地反映网络传播的特征,对网络受众行为的内在关系有更好的阐释能力。
In the history of using theory patterns for a summary of advertisement effects,there have appeared three big types of patterns,namely the linear pattern,the feedback pattern and the quadrant pattern based on the characteristics of the patterns and the perspective of reflections.This paper analyzes the typical case of each pattern and puts forward a behavior pattern in view of network communication —— an interactive pattern which is based on the receptors' behavior and comes to a conclusion that clicking,searching,processing,sharing and acting are the five elements of contemporary advertisements' effects.These elements are by no means in linear,parallel or crossed patterns;instead they can interact upon each other.Compared with traditional patterns,this interactive pattern is more capable of reflecting the characteristics of network communication and of interpreting the inner relations of the receptors' behavior.
出处
《上海师范大学学报（哲学社会科学版）》
CSSCI
北大核心
2012年第2期75-81,共7页
Journal of Shanghai Normal University(Philosophy & Social Sciences Edition)
关键词
广告效果
模式
网络传播
交互模式
advertising effect,pattern,network communication,interactive pattern
