Web Banner Advertisement Persuade Strategy Research

With the development of the network technology, the rapid development of internet hasa direct impact on the traditional media pattern, destructs the traditional social informationenvironment and changes the media environment. The media competition is fierce. Thepersuasive effects of internet banner ads are affected because of new and traditional media.Some scholars think that internet banner ads will disappear due to the change of the mediaenvironment. Is that true?Internet banner ads which are used in marketing have the unique characteristics thattraditional ads and other internet ads don’t have. We must recognize the important role ofinternet banner ads especially in network marketing. Internet banner ads are the vanguardsthat directly determine the visitors to browse further information. It is vital to successfulpersuasion. Internet banner ads will not die, like the newspaper does not disappear whenTV emerges. In the new media environment, the most important thing is that internetbanner ads have to find a good position, giving full play to their advantages and makingup for their lack of and enhancing the persuasiveness in the process where internet bannerads match other marketing methods.How to enhance the persuasiveness of internet banner ads has been a pressing matterat the moment. In order to make readers to have a system understanding of internet bannerads, the paper introduces the production and characteristics and persuasion theory andinfluence factors of internet banner ads. We find the main problems which effectsuccessful persuasion through the previous literature reviews and an actual research. Weput forward a series of solutions to resolve the problems.The paper is divided into four parts. The first part systemically introduces theconcept and characteristics of the banner ads. The second part mainly elaborates theelements and the theoretical model and the psychological essence of the internet bannerads, focusing on the factors affecting the persuasion theoretical model. The third partfinds out the problems that affecting persuasion through questionnaire and data analysisand the factors affecting the persuasive effects. The fourth part puts forward a series ofstrategies such as idea strategies, positioning strategies, communication strategies, content strategies combining with communication, advertising, art design and other relateddisciplines. I hope they can have good effects on the development of internet banner adsin the future.