摘要
目的研究微博广告中名人效应的动态表现和影响。方法从传播要素中分析了名人效应在微博广告中表现出的传播速度快、影响范围广、信息双向传输的特点以及受众层次多、信息解读随意性强的动态特性,从案例中解析了名人效应作用的正负功能。结论论述了微博广告中名人效应受到影响的因素,提出了名人效应在微博中具有较大可发挥性。从信息源头的名人到微博传播过程再到接受者等主要方面利用好名人效应。
Objective It studied the dynamic performance and influences of celebrity effects in micro-blog advertising. Methods Characteristics of celebrity effect exhibited in micro-blog advertising spread fast, affecting a wide range, two-way information transmission and dynamic characteristics of the audience level, information interpretation of strong randomness is analyzed from the elements of communication, from the case analysis of the positive and negative function the celebrity effect. Conclusion It discussed the factors of celebrity micro-blog advertising effects, proposed the celebrity effects played a great role in micro-blog.Grasp the use of celebrity effect from the information source to the celebrity micro-blog propagation process to the recipient of the main aspects.
出处
《包装工程》
CAS
CSCD
北大核心
2014年第4期127-130,共4页
Packaging Engineering
关键词
微博
微博广告
名人效
micro-blog
micro-blog advertising
celebrity effects
