“微信”传播驱动下的广告营销理念新模式
The new mode of advertising marketing concept under the "micro channel" communication
【内容提要】移动互联网时代的广告传播，早已脱离了品牌自卖自夸且受众盲目听从的年代，任何期望通过广告传播来实现品牌推广的商家，都要学会向受众倾诉的技巧并且学会倾听来自受众的声音。基于微信生态环境的广告传播，无限拓展了“沟通”的方式 ，并促使品牌和用户之间构建相同的价值认同渠道，让顾客替品牌说话。因此，随着移动营销时代的全面莅临，探求基于受众需求的微信传播策略就非常必要。
[Abstract] the era of mobile Internet advertising, has long been out of the brand puff of audiences and blindly follow in, any desired through advertising communication to achieve brand promotion of businesses, to learn to talk to the audience skills and learn to listen to voices from the audience. Based on micro channel ecological environment of advertising communication, unlimited expansion of the way, and promote the construction of the same value between the brand and user identification channels, so that the customer for the brand to speak. Therefore, with the full arrival of the mobile marketing era, it is necessary to explore the micro channel communication strategy based on the needs of the audience.
【关键词】微信；微信广告；沟通
[Keywords] micro channel; micro channel advertising; communication
受众心理说服与广告诉求策略研究
Research on the psychological persuasion of the audience and the strategy of advertising appeals
【内容摘要】
[Abstract]
通常来说，广告信息的说服通过两种途径实现：“中心途径”和“边缘途径”。两种途径所产生的说服效果依托于用户心理综合指标，前者在指标较低的层面上效果显著，后者在较高层面上效果显著。以此可以对应两种广告诉求：“感性诉求”和“理性诉求”。其中，“感性诉求”通过品牌与受众在情感共鸣频次上的多次重合，使受众加深对商品的好感，“理性诉求”通过传递商品特性、功能等实效信息，帮助受众建立品牌信念。因此，广告说服应根据受众心理指标的差异来选择不同诉求方式，从而达到有效的说服效果。
Generally speaking, the advertisement information is realized through two ways: "the central way" and "the edge way". The effect of the two channels is based on the user's psychological comprehensive index, the former is more effective at the lower level of the index, and the latter is more effective at the higher level. In order to correspond to two kinds of advertising appeal: "emotional appeal" and "rational demands". Among them, the "emotional appeal" through the brand and the audience in the emotional resonance frequency overlap, so that the audience to deepen the good impression, "rational demands" through the delivery of commodity characteristics, functions and other effective information, to help audiences build brand faith. Therefore, advertising persuasion should be based on the differences between the audience psychological indicators to choose different demands, so as to achieve effective persuasion.
【关键词】 广告信息；说服路径；广告诉求
[Key words] advertising information; persuasion path; advertising appeals
传统年画的儿童养成教育研究
The education research to develop the traditional New Year paintings of children
摘要：年画是在漫长的岁月更替中伴随着传统民俗的发展而存在的，在民间美术的历史长河中始终保持着独特的艺术风格和强烈的地域特色，在视觉消费贫瘠与匮乏的年代，年画以其广泛的艺术题材及多维的艺术表现成为普通百姓触目可见的大众传播媒介，更成为儿童养成教育的最佳载体。本文从儿童养成教育的两个视角：生活启蒙与价值养成，重提传统年画中的儿童养成教育价值，为传统年画的传承与发展开辟一个新的理论视角。
Abstract: the New Year picture is in the long time change along with the development of traditional folk and, in the long history of folk art has always maintained a unique artistic style and strong regional characteristics, visual consumption barren and poor in, pictures in the artistic expression of the widespread artistic themes and multidimensional become ordinary people you see mass media, become the best carrier of the nurturance education for children. From the children to develop education from the perspective of: life enlightenment and value form and revert to the traditional New Year pictures of children develop educational value, opens a new perspective for the inheritance and development of traditional New Year pictures.
关键词：年画、儿童、养成教育、生活启蒙、价值养成
Keywords: New Year paintings, children, education, life enlightenment, value form
“微信”传播新模式下的广告营销理念
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