基于人本主义取向的智能广告逻辑进路与省思被引量：4

The Logical Approach and A Reflection on Intelligent Advertising Based on Humanism

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摘要以数字用户为核心主体的智能广告,突破了既有工具主义广告范式的藩篱,是重构品牌与用户关系的人本主义取向的广告范式。在此范式下,用户本位广告秩序再造的逻辑要义体现于数字用户智能洞察、智能内容生产与分发、智能互动与反馈的智能广告运作流程中,具体衍生出智能广告的用户趣缘模式、智能广告链群共赢、多维跨维化极致沉浸、智能生活体验圈打造,以及用户与品牌集体性智能的实现等核心要义。此种秩序再造的逻辑旨归,可归结为以“智”向心的用户参与型胜利。而在多程传播的颠覆式创新实践中,超越隐私窥视的惯常视角拓展智能广告的省思之维,提出用户沉思之思的消逝、奇观寻常化引发的收割新型“视奴”,以及智能广告的真正个人化等。 The intelligent advertisement with digital users as the core subject has broken through the barrier of the existing instrumental advertising paradigm, and is a new humanism oriented paradigm to reconstruct the relationship between brand and users. Under this paradigm, the logical meaning of order reconstruction of user-oriented advertising is embodied in the three processes of digital user’s intelligent insight, intelligent content production and distribution, and intelligent interaction and feedback. It specifically derives from the "user interest" mode of intelligent advertising, the "win-win" mode of intelligent advertising chains, the "multi-dimensional and cross dimensional" extreme immersion,as well as the creation of intelligent life experience circle and the realization of collective intelligence of users and brands.The logic purpose of this order reconstruction can be summed up as the victory of user participation centered on "wisdom". In the subversive innovation practice of "multi-channel communication", it goes beyond the usual perspective of "privacy peeping" to expand the reflections on intelligent advertising, and proposes that the disappearance of users’ meditations, the normalization of spectacles trigger, the harvesting of new "visual slaves", and the "real personalization" of intelligent advertising deserve further consideration.

作者王波伟张淑燕 WANG Bo-wei;ZHANG Shu-yan(School of Journalism and Communication,Nanchang University,Nanchang 330031,China;School of Media Science,Northeast Normal University,Changchun 130117,China)

机构地区南昌大学新闻与传播学院东北师范大学传媒科学学院

出处《编辑之友》 CSSCI 北大核心 2023年第2期92-98,共7页 Editorial Friend

基金江西省高等学校教学改革研究课题“智媒时代广告学专业‘三维立体’实践教学体系构建”(JXJG-21-1-42)。

关键词用户本位智能广告人本主义以“智”向心 user-oriented intelligent advertising humanism centering on"wisdom"

分类号 G206 [文化科学—传播学]

作者简介王波伟(1982-),女,黑龙江七台河人,博士,南昌大学新闻与传播学院讲师,主要研究方向:广告传播、传播社会学研究;张淑燕(1969-),女,吉林人,东北师范大学传媒科学学院教授、硕士生导师,主要研究方向:广告传播、媒介文化研究。