元宇宙语境下广告传播的模式与挑战

Models and Challenges of Advertising Communication in the Metaverse

元宇宙的运行与发展就是内容的创造、传播和经济化的过程,对广告的认知观念、广告主体以及广告客体都带来了相应的影响。面对创作压力、监管测评不完善、接收壁垒等方面的挑战,构建依托内容和社交两轮驱动的元宇宙广告传播模式,基于技术和数据,将有深度、有新度、有共鸣的广告内容精准传输给广告客体,以期广告客体能反馈并参与到广告创作中来。

The operation and development of the Metaverse is the process of content creation,dissemination and economization.It will have an impact on the advertising cognitive concept,subject and object.Faced with challenges such as creative pressure,imperfect supervision and evaluation,reception barriers and so on,it is necessary to form a two-wheel-driven communication model of Metaverse advertising relies on content and social interaction.Based on technology and data,advertising content with depth,novelty and resonance should be transmitted to the advertising object accurately,so that they can feedback and participate in the advertising creation.