Marketing "boring"

With the development of human civilization, WC culture gradually breaks previous study blank and walks into people's visual field. As an important part of WC culture, WC ads increasingly has been attracting more attention and more and more companies even have put it into practice. However, the theoretical studies about WC ads are still in the start-up period. Questions, such as why WC ads occurred, how its existence should be evaluated and what its recent situation and prospect are, still need to be further discussed. Starting from the change of WC's name and function, this paper aims at discussing the value of the existence and development of WC ads by using the space theory and consumes perspective theory in sociology and other related theories in marketing communication and advertises criticism.The paper is divided into eight parts. The part of introduction mainly reviews recent researches and related academic achievements on WC and WC culture from both home and abroad, and then shows that the research object of this paper, that is WC ads, is nearly in virgin state in theory study. The first chapter reviews the change of WC's name and function from ancient time to nowadays. Based on that, the author states that the research object of this paper is WC ads. The second chapter describes the appearance and development of WC ads from home and abroad respectively.The third and fourth chapters, which are the major parts of this paper, discuss how WC ads appear and how they exist. To be exact, the third chapter, after introducing two basic concepts "boredom" and "boredom economy", suggests that WC ads can learn a lesson from the success of Focus Media and Kaixin website to make profit from "boredom". The fourth uses marketing and communication theories, such as "core value theory" and "effect maximization", to illuminate that WC, as a channel media, should and can carry "effective" advertisements.After proving the reason and value of WC's existence, the fifth chapter analyzes WC's unique advantages when compared with other kind of media. It is not a traditional outdoor media and is different from de-massed media that FMCN advocated. The sixth chapter rethinks over some doubts for WC ads, aiming at getting a brighter future of WC ads.By explaining and analyzing, the paper concludes that the way of WC ads is a second exploit and utilization for boredom economy. The advantages of WC ads in time and space, together with the help of consumerism, WC ads not only can learn from Nanchun Giang's success but also can put the "life circle media" theory into practice further and more widely.