文档介绍：摘要摘要在媒介融合的背景下,传统的广告形式在吸引消费者并实现说服方面江河日下,已经无法满足广告客户的需求,各行各业的公司都开始意识到,他们需要与消费者进行更直接,更深入的接触和交流。现代广告中,广告主借助多种传播方式和传播渠道强势性地传播某种导向性意见,对受众施以影响,使受众的态度朝着对广告主有利的方向发展,并进一步影响受众行为。本文中笔者综合运用传播学、舆论学、公关学、广告学的基本原理,对广告舆论化现象进行研究。跟以往的广告传播方式相比,广告舆论化的策划运作更具系统性,广告受众占据主导地位,广告传播内容具有模糊性,广告传播渠道和形式丰富多元,广告舆论结果更加不可控。社会背景、媒介环境和受众三个方面的共同作用影响和推动着广告舆论化现象的产生和发展。广告话题的选择、广告舆论热点的营造及广告舆论化的形成过程共同构成了本文对广告舆论化运行机制的分析研究。微博的出现改变了广告舆论传播的格局。作为一种新的广告传播现象和传播方式,广告舆论化也存在着一些问题,其中最主要两个潜在问题是:造假、炒作和负面舆论。针对这些潜在的问题,笔者提出了广告舆论化有效性的几个基本原则:首先,广告主应向受众提供他们迫切需要且有价值的信息,其次是保持信息的真实和透明,最后是放弃对信息的绝对控制,创造舆论引爆点、激发人们的分享欲望。关键词:广告舆论化;运行机制;微博; 一l嘲I - Abstract Inthe context ofmedia convergence,it es more and more difficult for traditional advertisement to attract and persuade advertisers began to realize they need anew way municate with consumers directly and Modern advertising,the municate sonic ments by munication methods and channels,which aims toexed influence on the audience,change theirattitude toward favorable direction ofadvertisers and dominate audience attempts toresearchthedynamic process ofadvertising public opinion through the basic principles munication,Public opinion,Public Relations,Advertising. Unlike the munication,the dynamic process of advertising public opinion ismore audience isin the the theambiguous content munication and the diversity of channels and forms,the results of public opinion are more ,the media environment and audience jointly promote thephenomenon ofthedynamic process ofadvertising paper consists ofthree parts:select advertising topic,create advertising public hot spot and the formationprocess ofadvertising. Microblogging has changed thepattern anew phenomenon munication and a way oftransmission,the dynamic process of advertising public opinion has many problems especially in fraud, sensationalization and Negative public theabove questions