基于青年亚文化的微博广告传播研究

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1、基于青年亚文化的微博广告传播研究AbstractMicro·bloghasmadetheadvertisementdisseminationwayreversed：fromtraditionalOne-waycommunicationtoaunidirectionalway，andpeoplehasbeeninvolvedintheadvertisinginteractivecommunication．Atthesametime，tomicro·blogascarrier，variouscreativeyouthsubculturebegantogrowan

2、dspreadrapidly．YouthsubculturesuchasKUSO，fanculture，graffiticulturearedistinctiveindividualityandcreativityinmicro-blog’Svastoceanofinformation．Itcancausetheattentionandspreadquicklytoyouthastheyouthisthemainbodyofthemicro-blogusers．ThehugeyouthusersofMicro-blogandtheattractivechar

3、acteristicsofyouthsubculture，letadvertisersawareofpotentialofcultureusedinadvertisement．Therefore，thispaperattemptstostartfromthedevelopmenttrendofyouthsubcultureandmicro--blogadvertisingintheageofMicro··blogbymeansofobservation，caseanalysisresearch，contentanalysis．Andaccordingthes

4、tudy，1willanalysisitfromtheenterprisesegmentmarketcompetitiondemand，consumerbehaviorchanges，andtheroleofcultureinadvertising，togetthemotivationsandreasonsofmicro—blogadvertisingofyouthsubculture．Onthisbasisandtheprocessofcommunicationtheory，1wanttostudythemicro—blogadvertisingofyou

5、thsubculturerespectivelyfromthreeaspects：mainoperation，advertisingworks，advertisingaudiencecommunicationstrategy．AndI’11payattentiontofindproblemsofthemicro—blogadvertisingofyouthsubculture，thinkingthesolution，andpredictthedevelopmentprospectsofsuchmicro—blogadvertisingaccordingtot

6、hecurrentmediaenvironmentandculturaldevelopment．Thisstudywillbebeneficialtothegamerelationshipbetweenyouthsubcultureandmicro·blogadvertising．AnditwillletUSrecognizethemicro-blogadvertisingofyouthsubculture，notonlycanpromotethedevelopmentofyouthsubculture，butalsocanstimulateeconomic

7、growth．Fromapracticalpointofview,theresearchresultsofthispaperwillprovidesometheoreticalguidanceandpacticalreferenceadcertisingcornmunjeationunderthenewmediaenvironment．Keywords：Youthsubculture；micro-blogadvertising；communicationstrategy硕士学位论文目录摘要⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯IA

8、BSTRACT⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯