网络视频广告病毒式传播研究.pdf

上海交通大学
硕士学位论文
网络视频广告病毒式传播研究










姓名:王仁胤
申请学位级别:硕士
专业:广播电视艺术
指导教师:彭玲


 
 
 
 
 
I
Shanghai Jiao Tong University
Thesis of Master
Study of online viral video advertising










Name:Wang Renyin
Degree:Master
Major:Art of Broadcast and Television
Tutor: Peng Ling


 
 
 
 
 
II
网络视频广告病毒式传播研究 
 
摘要

随着互联网技术的发展,网络逐渐成为继传统四大媒体之外的第五大媒体。
所带来的巨大技术变革,也使得网络视频开始“飞入寻常百姓家”。网络视
频作为一个平民化的新媒体形式,其中蕴含的巨大商机不言而喻。而在网络视频广
告中又以病毒式网络视频广告具有很强的代表性,它既继承了传统广告的优势,又
有超越创新之风。相对与网络视频广告,病毒式网络广告因为具有成本低,传播范
围广,速度快等优势,在国外已被广泛的使用,深受广告主的喜爱,而国内的应用
不仅相对较少,而且理论研究也相对的薄弱,理论框架急需完善。
本研究希望通过结合传播学理论、病毒营销理论,对现有病毒式网络视频广告
案例进行分析。在网络视频的相关文献的理论框架下,分别从病毒式网络视频广告
的传播过程、传播媒介、内容特点、目标受众等角度,寻找发现病毒式网络视频广
告传播过程中的传播规律,完善病毒式网络视频广告的理论基础,以求为广告实战
提供理论依据和借鉴。
 
     关键词:  网络视频广告  病毒式传播  病毒营销  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
III
ABSTRACT
Along with the development of the , gradually es the fifth media
except for the traditional four media. The great technical changes brought by makes
the online video popular. As a new media form,it’s self-evident that the online video contains
the mercial opportunity,the online viral video advertising is a strong representation
among the forms of the online video advertising. It not only inherits the superiority of traditional
advertising,but also has the elements of innovation. Comparing with the online video
advertising , the online viral video advertising has advantages of lower cost , broader
disseminating scope,quicker spreading speed,and so on. So it has been already widespread,
and used oversea and well received by advertisers. While the domestic application is relatively
less and oppositely weaker in the theoretical research field,and the theoretical frame need to
pleted urgently.
This research hopes to analysis the existing online viral video advertising cases by using the
munication theory an