论文部分内容阅读
随着人们的注意力逐渐转向互联网和手机,媒体碎片化的趋势愈发明显。新媒体中的互联网、手机的影响力已经为社会所承认。尽管传统媒体,如电视、报纸、杂志等,仍然有着数量可观的用户基础,但是新媒体正在赢得越来越多的社会注意力。据In-Stat的调查研究,目前年龄在15岁到25岁之间的年轻一族,他们花费在互联网上的时间是70%,而花费在传统媒体上的时间则是30%。因此新媒体广告已经逐渐成为了社会的广告媒体的一部分。本文就如何认识新媒体广告作为研究的重点,从新媒体广告概述到如何监管此类广告进行了详细说明。
As people’s attention gradually shifts to the Internet and mobile phones, the media fragmentation trend becomes more apparent. The influence of the internet and mobile phones in the new media has been recognized by society. Although traditional media, such as television, newspapers and magazines, still have a substantial user base, new media are gaining more and more attention. According to In-Stat’s research, currently young people between the ages of 15 and 25 spend 70% of their time on the Internet and 30% spend on traditional media. As a result, new media advertising has gradually become part of the social advertising media. This article focuses on how to understand new media advertising, from the overview of new media advertising to how to regulate such ads were described in detail.