网络时代广告创意的变革--“病毒性网络广告”的传播机理解析

The Change of Creative Advertising in Network Era——Analysis of Communicating Mechanism about "Viral Advertising"

"病毒性网络广告"实际是网络时代的口碑传播,传统值得信赖的口碑相传有了互联网技术的支持成为了一种传播速度快、极具影响力的现代广告形式。广告由想方设法的"逼你看",逐渐变成受众想方设法的"找着看",网络广告的广告创意正在发生着与传统广告创意形式不同的巨大变化。

In fact, ＂viral marketing＂ is a form of Word of Mouth Marketing in the internet. In support of internet technology, the traditional communication form of word-of-mouth has become one of the most trusted and most influential forms of advertising. Ads formally trying to ＂force you see＂ become the ＂find to see＂, and are different from traditional advertising; and the creative advertising of online advertisement is undergoing tremendous changes.