| 基于受众能动性的网络广告 |
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| 引用本文： | 周俊.基于受众能动性的网络广告[J].国际新闻界,2004(5). |
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| 作者姓名： | 周俊 |
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| 作者单位： | 中国人民大学新闻学院 北京，100872 |
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| 摘 要： | 网络广告的强制性与其受众的能动性之间的矛盾是影响网络广告发展的一个重要因素。文章在阐述此矛盾导致的网络广告悖论现象的基础上 ,分析了网络广告的受众能动性和商业网站的运作 ,认为基于受众能动性的网络广告将逐步摆脱电视广告的模式 ,能有效协调此矛盾 ,促使网络广告循着自身规律而健康发展
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| 关 键 词： | 网络广告 悖论 受众能动性 |
Internet advertisement based on audience's interactivity |
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| ZHOU Jun.Internet advertisement based on audience''''s interactivity[J].Journal of International Communication,2004(5). |
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| Authors: | ZHOU Jun |
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| Abstract: | The antinomy between the compulsion of Internet advertisement and the interactivity of audience is an important factor that affects the development of Internet advertisement. The thesis presents the paradox of Internet advertisement caused by the antinomy, and then analyzes the activity of audience and the running of web companies. It holds the point that Internet advertisement based on audience's interactivity will break away from the TV models and develop in its own way. |
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| Keywords: | Internet advertisement paradox audience's interactivity |
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