Analysis Of Audiences Of Advertising Communication In Virtual World

With computers and network widely popularizing, the new word "virtual world" has begun to frequently appear in people's daily life, especially after the network platform of "Second Life" appears, the term seems to be well-known in a night. Around this hot topic, people begin to endlessly study. Businessmen also look into this "virgin land" that will be exploited, and ponder over how to share this piece of the cake; various academics also intensely discuss about the influences to economy, law, ethic, culture and so on.Taking this opportunity, this paper probes into how to influence to audiences of advertising communication after the emergence of the virtual world, and briefly analyses why the virtual world comes out, ulteriorly studies the transform which it has caused in interpersonal communication, then brings the problem into the field of advertising communication. It is focused on that how the audience achieves interpersonal interaction through self-interaction, mainly citing the George Herbert Mead's "I and Me" theory,E. Katz's use and satisfaction theory,Abraham Maslow's levels of demand theory and Noelle Neumann's "The Spiral of Silence" theory to support the article. I want to discover some new situations about these theories and propose a hypothetical amendment about these theories through the article demonstration and gain a breakthrough and innovation.The paper consists of case analysis and literature analysis, mainly uses the "Second Life" network platform and online games to complement the demonstration. Finally it is summed up new features of audiences of advertising communication in the virtual world, to propose and provide references for network communication,advertising communication in the real world and brand marketing, put up moreeffective advertising communication——Creating virtual gratifications,original Iinteracting with another I, to achieve real marketing.