Study On Dissemination Of The Advertising In Web2.0 Times

From 2005, web2.0 has been a hot topic in the field of internet . Over the past few years, as a new generation of Internet applications, WEB2.0 set off a 2.0 revolution, and started across the IT technology and the field of communication, infiltrated the entire social life, the Internet, communication, sociology, marketing, and other fields , or even to explore the shape and causes of the organizational structure of human society.The dissemination of advertising in the web2.0 times is the research object of the paper. First, it pictures the theory and applications of web2.0.Subsequently, from the perspective of communication, it analysise the new environment of communication in the web2.0 times which includes the exchange and integration between the disseminators and recipients; the model of the community-"Pan-spread", and the phenomenon of polymerization of the community and circle .The paper summed up the major model of advertise in the web2.0 times. As a result, it proposes that interpersonal communication is the the most fundamental spiritual of advertising communication in web2.0 times. In this communication process,consumers become an important communication nodes because of the consumers'polymerization and the culture of the circle on the network; and the opinion leaders on the network also became more and more important. In the fourth chapter, it analysis the defects of advertising communication in the web2.0 times, and the development of future trend in online advertising. As a new marketing communication model, advertising communication in web2.0 times is not very mature. So, it is more practical significance, this is the value of this paper.