Netease Cloud Music Metro Advertising Convincing Communication Research

The huge and stable flow of people,independent space and semi-closed state,rich and varied advertising performance,make subway advertising become an outdoor advertising form with thousands of people with low cost,high reading rate,strong interactive.The article takes the subway advertisement as the research object,on March 20,2017 NetEase Cloud Music launched the subway advertisement "saw the subway advertising the power of music " as the research case,from the persuasion dissemination angle of view,studies the NetEase Cloud Music subway advertisement success main influence factor,further enriches the research content of the subway advertisement.This study uses Carle Hovland's persuasion or attitude to change the theoretical model as the academic basis,constructs the NetEase cloud music subway advertising persuasion communication model,and puts forward the influential factors of the persuasive communication of the NetEase cloud music subway ads: the persuasiers-NetEase cloud music,persuasion information-NetEase cloud music UGC-style of music comment,persuasion channel-Hangzhou metro,WeChat and Weibo,and persuasive targets-NetEase cloud music target audience.Audience attitude is also an important factor affecting the persuasion and dissemination of NetEase cloud music subway advertising.The article focuses on the analysis of the important role played by NetEase cloud music UGC-style of music comment,Hangzhou subway,WeChat and Weibo in the NetEase cloud music subway advertising persuasion and communication.The good effect of the NetEase cloud music subway advertisement persuasion is mainly due to the choice of the original user's original music as the persuasion information,the choice of the subway space as the line of advertising and the main media of the WeChat and Weibo as the online advertising information.Based on the popular music reviews,the NetEase cloud music selected 85 high quality user music reviews as the subway ad case.The theme of the music review involves affection,love,friendship and strong association with users.It is easy to arouse the audience's emotional resonance and enhance the psychological added value of the products,thus forming a sense of identity to the NetEase's cloud music.Promote the recollection and recognition of the advertisement.At the same time,the advertisement with red and white background design brings strong visual sense to the audience,causing the general attention of the audience.NetEase cloud music chooses subway space as an advertising channel.The isolation and blessing function of the subway can attract the attention of the audience to the greatest extent,improve the audience's emotional involvement in advertising,promote the occurrence of ritualistic interaction,make the audience feel the sense of group belonging and promote the formation of brand attitude.NetEase cloud music chooses two social media platforms,WeChat and Weibo,as the two main places for advertising.Among them,WeChat circle of friends relies on its own strong acquaintance network to bring users with high viscosity to share,and improves the probability of the two spread of advertisements.WeChat public number improves the coverage and arrival rate of advertising information with its accurate communication advantages.NetEase cloud music official weibo and big V users play the role of opinion leaders,bringing higher user readership,comment volume and forwarding rate.The highest level of advertising persuasion is to enable consumers to form or change an attitude according to the persuasive purpose of communication,prompting consumers to purchase.Therefore,the attitude held by the audience is an important factor in the persuasive communication of subway advertisements.The selection of persuasion information,information presentation methods,and persuasion channels in the NetEase cloud music subway advertisements prompts consumers to generate cognitive responses,which in turn evoke emotional reactions and ultimately promote the formation of purchase intentions.The NetEase cloud music subway advertising "see the power of music" has achieved remarkable results,mainly in the audience's high satisfaction with the NetEase's cloud music for subway ads,the large-scale increase of NetEase cloud music users and the competition of many brands such as Zhihu,MOMO and Alidingding.Finally,according to the persuasion and dissemination of the NetEase's cloud music and subway ads,the main factors affecting the success of the subway ads are summarized,such as content,channels and appeals,and hope that the advertisers,advertisers and operators will be helpful to the delivery of subway ads.