从微视角探索微商广告效应与设计对策

• 作 者: 张容容
• 机 构: 广州城市职业学院,
• 出 处: 明日风尚
• 发表日期: 2016年10期
• 关键词: 广告效应 微商 移动互联网 广告设计 移动社交平台 传播特点 商品广告 朋友圈 创意广告 实际经营情况

移动互联网的蓬勃发展促发了微商时代的到来,伴随微商而生的广告呈现出碎片化、交互化、亲密化的传播特点,本研究从果敢时代大V店的体验经营、广告推广为例,从微观的角度探索微商广告的效应,并提出微商时代,广告内容设计应具交互性、广告时间设计应具碎片性、广告表现设计应具直观性的三条对策。

The vigorous development of mobile Internet has promoted the era of micro-commerce. The advertisements accompanying micro-commerce showed the characteristics of fragmentation, interaction and intimacy. In this study, For example, we explore the effect of micro-commercial advertising from the microscopic point of view, and put forward three countermeasures that the design of advertising contents should be interactive, the design of advertising time should be fragmented and the advertising performance should be intuitively designed in the era of micro-commerce.