Persuasion Communication Research From Self-Media Advertising

If self-media is a new stage in the development of new media,then self-media advertising can be said to be a new type of Internet advertising.Both media and self-media advertising are not just a simple relationship between media and content,but also a complementary relationship.Self-media advertising has been nurtured and developed in the self-media environment.Develop a diversified business model in development.With the advantages of fast media dissemination,many channels,and short content,self-media advertising,based on the inheritance of media genes,combines the characteristics of advertising,showing interactivity,immediacy,decentralization,and originality.The unique characteristics of the company,such as its original content,immersive user experience,user participation in content production and other advertising personality won the consumer's favorite,but also gradually become the new darling of today's advertisers,and even affect the transformation and innovation of the advertising industry.The premise that advertising can achieve good results is successful persuasion,so this paper studies the persuasion communication of media advertising,in order to analyze how media advertising uses persuasion communication strategy to achieve advertising effects.Based on the theory and practice of persuasion and dissemination from media advertising,this paper will analyze it from four aspects: persuader,persuasion,persuasion and persuasion.First of all,this paper sorts out the relevant theories that influence the four elements of persuasion communication,namely,the credibility of advertising persuaders,the dormant effect of advertising persuasion content,the appealing methods of advertising persuasion techniques,the organizational structure of arguments,and the object of advertising persuasion.Convincing,and based on this,combined with relevant cases,the current situation of the four elements of media advertising is summarized and analyzed.Then,based on the status quo,the four elements of self-media advertising are summarized in persuasion.There are problems.The main body of the advertisement is open and inclusive and vertically diverse,but the boundaries are blurred,mixed,and the production of advertising content is rich,but the quality is uneven;the original content is highly concerned,but the false advertisements are crowded.Advertising persuasion techniques use a combination of reasonable and reasonable appeals to enhance persuasiveness,but the controversy continues,and interactive advertising can optimize the user experience,but exposes information security risks.The advertising audience consumption promotion promoted the development of the industry,but it also attracted controversy,the audience agreed with the opinion leader,but was bombarded by marketing,young female fans chasing the stars,but the problem of fraudulent traffic data.Finally,in response to the corresponding problems,his paper attempts to propose an effective persuasion strategy,hoping to have a certain reference value.For example,the advertising body should adhere to the main responsibility,improve the credibility,the advertising content should adhere to the mainstream culture,disseminate high-quality original content,advertising persuasion skills should properly grasp the way of appealing,improve the security of interactive advertising,advertisers should accurately grasp the needs of the audience,advocate Reasonable consumption,etc.