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走在街头,公交车上,地铁,或是电梯里,不经意的回头你就能看到拿着手机,盯着屏幕的年轻人。或在听音乐,或在玩游戏,或在微博上分享好玩的内容,抑或是在上网观看当天的时政新闻。进入21世纪,这种以新兴科技为基础、数字网络为平台的技术赋予手机这个名词以更多的意义。90后作为未来中国的栋梁渐渐的进入人们的视线,特别是以90后为主的网络文化在不经意间影响着人们的思维方式和习惯,恶搞事件、火星文、粉丝、网络群体事件等完全颠覆主流的文化价值。同时商家为了吸引年轻一代的注目,在广告上尽力迎合90后一代的价值理念和消费方式。本文以手机媒体入手,以90后青年文化为切入口,力求在新时代背景下探析手机媒体广告的传播体系。
Walk in the streets, buses, the subway, or the elevator, inadvertently back you can see holding a cell phone, staring at the screen of young people. Or listening to music, playing games or sharing fun content on Weibo, or watching the current affairs news on the Internet. Into the 21st century, this new technology-based, digital network as a platform for mobile phones to give the term more meaning. 90 as a pillar of future China gradually into the people’s attention, especially after 90 mainly based on the network culture inadvertently affecting people’s way of thinking and habits, spoof of events, the text of Mars, fans, network group events completely subvert Mainstream cultural values. At the same time, businesses in order to attract the attention of the younger generation, in advertising to make every effort to cater to the concept of the value of the generation after 90 and consumption patterns. This article starts with the mobile media and takes the post-90s youth culture as an entrance, and tries to explore the mobile media advertising system under the background of the new era.