大数据时代广告的解构与重构——基于价值论的分析视角

Big Data Era Advertising Deconstruction and Reconstruction: Based on the Theory of Value

文章以价值论为分析框架,分析认为不能体现大数据媒介优势的传统广告将被淘汰,能体现大数据媒介优势的广告将会形成。大数据广告一定是能彰显大数据媒介和技术优势的广告。大数据技术和媒介优势还可以使广告避免信息的不对称性和逆向选择。进一步分析提出广告价值论,客体的价值在于对主体的满足,大数据广告的价值在于广告对受众、社会和媒介的满足。大数据广告的受众价值在于其信息价值、娱乐价值、社交价值和时空价值更高;大数据广告的社会价值在于其对社会需要的满足和对社会文明程度的体现;大数据广告的媒介价值在于使媒介得到时间和空间上的扩张。

This article proposes that traditional ads which cannot reflect the advantages of big data media will be eliminated whereas ads which make use of big data will prevail. Big data ads represent the media and technological advantages of big data. Big data technology can help advertisers to avoid information asymmetry and adverse selection. Through further analysis, this article puts forward the theory of value which thinks the value of the object is to the content of the subject; the value of big data advertising is to meet the needs of the audience, society and the media. The value of audience lies in information value, entertainment value, social value and the higher value of time and space. Social value of big data advertising lies in the fulfillment of its social need and embodiment of social civilization. Big data will expand the time and space dimensions of the media.