摘要
时空与体验,是传播效果得以实现的两个重要维度。5G对广告传播及其效果发生重大的影响与作用,就是凭借技术的力量,为真正意义上的"泛在"时空的广告传播以及消费者"泛在"时空的广告接触提供全新的时空保障。这将是一种广域联通、超强连接、永久在线的全时空覆盖与时空密集,是人类传播史上对传播时空限制的又一次重大突破。广告基于信息精准匹配及其场景化的"沉浸"传播,给予消费者深度的"沉浸"体验,不仅构建起我们对传播效果新的认知,更将成为广告谋求效果最优化的一种新的传播常态。在"泛在"与"沉浸"的背后,广告传播诸如时空剥夺、意志侵犯与公共空间"殖民化"等"原罪"也将会加剧,前行中的救赎或救赎中的前行却是必然的。
Space-time and experience are two important dimensions to realize communication effect.5 G,with the power of its technology,has significant impact on advertising communication and its effect,which is to provide a brand-new space-time guarantee for the real sense of ubiquitous advertising communication and the advertising contact of consumers.This will be another major breakthrough in the history of human communication for its all-time coverage and space-time density of wide area connectivity,super connectivity and permanent online.Based on the accurate matching of information and scene-based immersive communication,advertising gives consumers a deep immersion experience,which not only builds our new understanding of the communication effect,but also becomes a new communication normal for the optimization of advertising effect.The ubiquity and immersion will also intensify the"sin"of advertising communication,such as the deprivation of space-time,the invasion of will and the"colonization"of public space.The"salvation"in advance or advance in redemption is inevitable.
出处
《湖南师范大学社会科学学报》
CSSCI
北大核心
2020年第4期120-126,共7页
Journal of Social Science of Hunan Normal University
基金
湖南省教育厅优秀青年项目“企业营销传播大数据的建构与应用研究”(16B165)
湖南省社会科学基金项目“大数据时代湖南广告产业转型发展研究”(15YBA278)。
关键词
5G
广告传播
泛在时空
沉浸体验
5G
advertising communication
ubiquitous space-time
immersive experience
