从传受双方的博弈看网络广告的发展方向

Development Direction of Web Advertising Viewed from the Combat between Senders and Media Users

长期以来网络广告的传播者以一种传者中心主义的思想来传播广告,不顾受众的接受意愿如何、接受效果如何,甚至于用技术强迫受众关注其广告;另一方面,受众本能地不愿接受广告,而网络广告的虚假与强制性,又加重了这种排斥情绪。在传受双方的这场博弈中,谁都不能不顾对方而追求自己利益的最大化,只有找到双方利益的平衡点,采用对双方都有益的方式才是最好的出路。因此网络广告的传者迫切需要改变观念,形成以受众为中心的广告传播新思维,依据受众的需求来制定网络广告传播策略,培养受众对于网络广告的关注兴趣,这才是网络广告发展的正确方向。

Web-ads senders have been communicating their ads in the sender-centered theory for a long time, regardless of the receiver＇s willing and the communicative effect. They even force receivers to watch their ads through technics. On the other hand, media users pose an instinctive repulsion for ads, and this rejection is even enlarged because some web - ads are fake and impulsive. This problem can not be solved by trying to maximize their own benefits without considering the other, a balance should be achieved in considering the mutual benefits of both the senders and the users. Therefore, web-ads senders have to change their communicative notion and form a new receiver-centered view, trying to constitute communicative statistics catering for the interest of media-users. And they should also foster the users＇tolerance and interest in web-ads, which is the sound way for the development of web advertising.