摘要
随着手机的应用越来越广泛,人们在移动媒介上花费的时间也越来越多。竖屏短视频广告在移动场景下被受众的接受程度越来越高,也越来越受到各大广告主的青睐。竖屏短视频广告打破过去视频广告的常规,以一种独特的、特有的形态出现在大众面前,呈现出很好的发展势头。广告媒介、广告受众、广告内容是影响广告效果的重要因素。本文主要从传播学角度分析竖屏短视频广告的传播优势,以期将竖屏短视频广告与移动媒介进行深度的探索和融合。
With the wider application of mobile phones,people spend more and more time on mobile media.Vertical screen short video advertisement is more accepted by the audience in mobile scenes,and more favored by major advertisers.Vertical screen short video advertisement breaks the past routine of video advertising,appears an unique form in front of the public,showing a promising momentum of development.Advertising media,audience and content are important factors affecting the effect of advertising.This paper mainly analyses the advantages of vertical short video advertisement from the perspective of communication,in order to deeply explore and integrate vertical short video advertisement and mobile media.
作者
宋洁
SONG Jie(Zhixing College,Hubei University,Wuhan 430000,China)
出处
《电视技术》
2019年第6期31-33,共3页
Video Engineering
关键词
竖屏
短视频
广告
移动媒介
传播学
vertical screen
short video
advertisement
mobile media
communication
