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目前大多数对中国广告文化价值的研究局限于报纸、杂志、电视广告 ,而对网络广告价值量化和内容分析相结合的研究却非常少见。本文综合采用这两种方法 ,探讨在新形势下作为第五媒体的因特网在广告中所构建和反映的文化价值趋向 ,主要涉及三个方面的内容 :(1)中国网络广告所包含的主要文化价值观是什么 ?(2 )这些文化价值观反映了什么特点 ?(3)网络广告的主要产品种类是什么 ?
At present, most of the studies on the cultural value of Chinese advertisements are limited to newspapers, magazines and television advertisements. However, the research on the combination of quantification and content analysis of online advertising is very rare. In this paper, we combine these two methods to explore the cultural value tendency that the Internet as the fifth media in the new situation builds and reflects in advertising. The main contents of this paper are three aspects: (1) The main culture of Chinese online advertising What are the values? (2) What are the characteristics of these cultural values? (3) What is the main product type of online advertising?