Online Advertising Avoidance And Creative Intervention

Advertising as an important bridge between advertisers and consumers,since they emerged rapidly.Although at start audience's attitude toward advertising is curious and active,with the development of advertising,the audience's attitude toward advertising has undergone some changes: advertising avoidance phenomenon intensified.As the development of Internet brings more opportunities for advertising,Internet advertising although begins to take shape domestically in 1999,but now occupy most of the advertising market.The F is truly a double-edged sword,and it's also for advertising.on the one hand,the Internet provides a more promising future for the development of advertising.On the other hand,comparing to the passiveness behaved by audience while watching advertisement on other traditional media,the audience in Internet environment does grasp more initiative.The more active the Internet advertisement audience is,the more Internet advertising avoidance phenomenon will occur,meanwhile more means and ways of Internet advertising avoidance appears.Subsequently,Internet advertising avoidance will directly affect the effectiveness of Internet advertising.Study on advertising avoidance has lasted for half a century.Since entering the Internet age,research on Internet advertising avoidance is not in the minority,but the previous research mainly focused on different modes and influential factors of Internet advertising avoidance regarding to audience.Study on how to solve the problem of Internet advertising avoidance is limited.Although the phenomenon of Internet advertising avoidance cannot be fundamentally resolved,but there do be certain means of intervention to mitigate it.This paper mainly adopts a combined method of questionnaire survey and case analysis,starting from the audience perspective,treating creativity as the breakthrough point,deeply analyses the influencing factors of Internet advertising avoidance and related solutions,which is to inspire mitigating Internet advertising avoidance and better development of Internet advertising.The article is divided into six parts.The first chapter,which is the introduction,introduces the background,analyzes the purpose and significance of topics and settles the research methods;the second chapter is the basic research on Internet advertising avoidance problem,which recites previous related academic research,and defines the relevant concepts involved in the article;the third chapter focuses on the analysis of the current situation of the development of Internet advertising and study on influence factors of Internet advertising avoidance extent;the fourth chapter is proposed according to the previous chapter,analyzes the solutions of Internet advertising avoidance using the WeChat friends circle as the breakthrough point,;the fifth chapter emphasizes the importance of "creative" for solving Internet advertising avoidance,analyzes the different ways and their feasibility of creative intervention by deciphering data and cases;the sixth chapter is the summary of full text and reflections about some flaws of this research.