在网络社交媒体中存在着大量的广告宣传现象,其中广告商利用虚拟人物同现实人物之间的人际关系进行的广告宣传尤其值得我们关注。本文以MySpace为案例分析,通过对网站广告兴盛和衰退的分析,窥探媒体广告宣传的方法和尺度,以求为日后的网络广告投放提供借鉴。 There is a great deal of advertising in the online social media, in which advertisers use the advertisements of the interpersonal relationship between the virtual person and the real person to pay particular attention to us. This article analyzes MySpace as a case study. By analyzing the pros and cons of website advertising, we explore the methods and standards of media advertising in order to provide references for future online advertising.