| Along with the development of the Internet, Internet gradually becomes the fifth media except for the traditional four media. The great technical changes brought by Web2.0 makes the online video popular. As a new media form, it's self-evident that the online video contains the huge commercial opportunity, the online viral video advertising is a strong representation among the forms of the online video advertising. It not only inherits the superiority of traditional advertising, but also has the elements of innovation. Comparing with the online video advertising, the online viral video advertising has advantages of lower cost, broader disseminating scope, quicker spreading speed, and so on. So it has been already widespread, and used oversea and well received by advertisers. While the domestic application is relatively less and oppositely weaker in the theoretical research field, and the theoretical frame need to be completed urgently.This research hopes to analysis the existing online viral video advertising cases by using the mass communication theory and viral marketing theory. And under the theoretical frame of the correlation literatures of online video advertising, My thesis is looking for the laws in the course of the online viral video advertising spreading from different angles such as content, expression, target audience and media strategy through the case of Blendtec. At the same time, this thesis also aims to improve the theoretical foundation of online viral video advertising in order to provide the theoretical foundation and advice for the advertising campaign. |
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