作　　者： (谢清果）; ;

机构地区： 厦门大学新闻传播学院

出　　处： 《徐州工程学院学报（社会科学版）》 2011年第2期60-62,67,共4页

摘　　要： 动漫广告具有病毒式传播的天然潜质。其独特鲜活的动漫形象是强有力的"病原体",易吸附受众注意力;其核心受众是80、90后人群,他们注重感官消费、乐于信息分享,是典型的"易感人群";网络、手机等新媒体日益成为动漫广告受众高度依赖的主流媒体,为动漫广告的病毒式传播提供了"4A"级的传播渠道;动漫文化本身具有强烈的感染力,能激发受众积极地分享动漫广告信息。鉴于病毒式传播高效的传播效果,动漫广告会在未来的广告营销中异军突起。 Cartoon commercials are merited in their natural potential for viral spreading.The unique and live cartoon characters are powerful ＂pathogens＂ that might catch the audience＇s eyeballs.The core audience,who are mostly born after 1980s and 1990s and who are fond of sensual consumption and information-sharing,is a typical ＂vulnerable group＂.The network and cell phone are becoming major media that the core audience rely on and are providing ＂4A＂ level of spreading channels to cartoon commercials.And this young audience will share these cartoon commercials with the others due to the powerful charm of these commercials.Owing to the viral spreading effect,cartoon commercials are generally believed to rise in future advertising marketing.

关 键 词： 动漫广告 病毒式传播

领　　域： [经济管理—广告] [经济管理—产业经济]