Audience Analysis Of Viral Video Advertising

Along with the development of the Internet, some of new types of advertising on the web have been emerging. Among them, video advertising is a quite popular one featured with its strong effects in visual and audio. And basis on it, viral video advertising is growing up relating to the viral marketing. Viral video advertisings are disseminated by the audience themselves in their communities with low cost and high speed. So the audience is not only the destination of the communication, but also the transfer station.However It's still weak in theoretical research about viral video advertising and most of them focus on marketing serving for the advertisers, while little serves for the audience.This research tends to analysis the audience of viral video advertising by using the mass communication theory and viral marketing theory.And the thesis is an interpretation of behavioral and sociocultural study of the audience respectively from the transmission view, the ritual view and the attention view.This research shows that audience is still the fruit of both the media and the society, even in the new media environment.