The Analysis Of Internet Customized Video Advertisement’s Communications And Effect

Along with the internet information’s growing explosion, miscellaneous network videosgush out from the video website, twitter, and weibo etc, which results the spring-up anddevelopment of the internet video advertisement. More and more enterprises and advertisingmanufacturers turn their eyes to this concise and customized video advertisement. By networkvideo’s fast spread, the booming customized videos are apt to form internet video ads’ mainsteam. In that it is the obvious tendency that network marketing has divided audiences withmuch more subdivision and pertinence, the customized video advertisements with inherentcommerce advantage, represented by microfilm and network short play, just cater toaudiences’ habit to accept and transmit information fragmentation. What’s more, base on thenumerous internet audiences, video advertisement’s investment is less while result is moreeffective comparing with the TV advertisement.Internet customized video advertisement is an important kind of the online videoadvertisement. This thesis analyzes the cases of internet customized video advertisement,combining with theories of communication, sociology and psychology. First of all, it showsthe probation of concepts lists essential format and contention, analyzes the backgroundcondition of its prosperity and development, and illuminates its existing status. Then in thecommunication perspective, it expounds the motivation and character during communicationlaunched by advertiser, manufacturer and network platform, in terms of communicator, media,and audience. Audiences’ communicating psychology, the exchange of roles, and the behavioreffects were researched. Finally, it analyzes internet customized video advertisement’sdevelopment tendency, social and realistic value. In all, this research is trying to find outcustomized video advertisement’s communication law and analyze the effectivecommunicating content and pattern. Hope that this thesis will provide some theory sustentionfor Chinese online advertising video research, and contribute some available reference tonetwork marketing and advertising practice.