| The year of 2006 is the first year of the development of UGA (user generated advertising) in China, which developed along with the rise of Video sharing site. In a short period of development time, online video advertising rising quickly and be favorable for many Internet users.However, for the study of the domestic also remains on the surface, there are very few scholars who study the user-generated advertising with the sociology, psychology and communication and other issues. There is no one monograph on the user-generated advertising, is also no one graduate dissertations on the user-generated advertising.The innovation of this paper is:First, to analysis the user-generated advertising created by the college students as an example, because the college student is a special group in China. Collect a certain amount of advertising samples for statistical aspects of data and classified. Second, placed the user-generated advertisements in the current media context, use the content analysis method, study with the characteristics of post-modern society and consumerism and research the cultural characteristics of user-generated advertising. Third, the first analysis of the characteristics and advantages of user-generated advertisings, and predict this advertising will be the future direction of development of online video advertising. Fourth, this paper opened up a unique perspective, the first time use the user-generated advertising created by the college students as the starting point for college students to study the aspects of emotional and psychological of college students. Point out the different between user-generated advertising and commercials is that:It undertaken the business functions of advertisings, but also reflects the college students of cultural, psychological, emotional, identity and other issues. Fifth, this is the first time that point out the problems and phenomena worthy of rethink which existence in the user-generated advertising created by the college students, these problems are also common existence in the network among all the user-generated advertisings, and analysis user-generated advertisings need to solve the bottleneck in the future development. Sixth, the first time bring the "game theory" into the research of user-generated advertising created by the college students, and analyzed the game spirit and game mentality throughout the creation among college students.The thesis tries to discuss the user generated advertising in four parts:The first part is an overview part, introduced the definitions and characteristics of the user generated advertising, analyzes the advantages of advertising of user-generated advertisings and the differences from the traditional advertisings; explained the need for research about the user-generated advertisings created by the college students, and summarizes the previous studies, introduces the research method of my thesis, the methods of data collection, to summarize its basic features. The second chapter analysis in the image era, the advertising characterized as one of the important visual culture, its visual priorities progressive reflected; Discusses the reason why college students like user generated advertising, and analysis aesthetic tendencies in their works. The third chapter is the main part of the paper, from the collected user generated advertising, sorting out the four key themes:love, nostalgia, loneliness, and identity. Elaborate the four key words one by one, to analyze the unique way of the college student how to of express themselves and its causes. The content of the fourth chapter is based on the third chapter, a deeper analysis the game essence, which runs through among college students advertising creative, rethink profoundly of the problems, which exist in the user generated advertising:In their works, there are so much KUSO, so that the creative run into a cycle of fun to death, another key problem is in many works, the creative have little correlation with the product. |
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