手机广告——移动中的互动交流

The Cell Phone Ad——Interactive Communication of Mobility

本文以手机广告作为研究对象,通过对手机传播特点的对比分析和对当今应用比较广泛的几种手机广告模式的探讨,总结出手机在广告传播中具有的"移动中的互动交流"的传播特点,进一步分析了目前最符合手机传播特点的广告类型即无线网络广告和无线位置定位广告,并运用哈贝马斯的行为交往理论,揭示了移动中的互动手机广告的深层含义。

This paper makes the cell phone ad as research subject.Through the comparative analysis of the cell phone`scommunication characteristics and giving several advertising models of widespread use now,the paper concludes that thecell phone has the features of 'Interactive Communication of Mobility'in advertising’s spread. And according to ana-lyzing the advantage of the cell phone,we get the best type of advertising: wireless Internet advertising and wireless loca-tion- advertising.At last,the paper analyzes the profound meanings of the cell phone ad by using the theory of commu-nicative action put forward by Habermas.