Research On Propagation Characteristics And Application Of QQ Emoticons In Online Advertising

As a non-verbal element in network communication, QQ emoticon has increasingly shown its great vitality. From character emoticon to cartoon emoticon, from the static text to dynamic images, QQ emoticon constantly improves its artistic and interest in all aspects. In recent years, QQ emoticon influences more and more, becoming a communication pattern in Computer-Mediated Communication, having a large user base with high viscosity. In this circumstance, QQ emoticon in online advertising becomes a solution to enterprises'advertising dilemma. New advertising model, combined QQ emoticon and online advertising, has been developed and grown stronger. Research on propagation characteristics and application of QQ emoticons in online advertising has become a new hot research topic of today's online advertising industry.Beginning with the concept of the QQ emoticon, the essay combs out its categories and load space, and then investigates its development background, pointing out that QQ emotion comes with the information visualization in the epoch of images and the psychological human needs in virtual communication, and it has been promoted by the popularity of digital media technology. With the competition becomes more intense, advertising needs a new vehicle and new propagation mode, in order to achieve better advertising effectiveness. So QQ emoticon has developed rapidly in the field of online advertising. The essay studies the forms of advertising QQ emoticon, and expounds that QQ emoticon makes effective use of the Internet users'"communication time", but it inevitably has some limitations: little appeal space, short exposure time and limited applicable scope. According to"structural"and"behavioral"methods of audience research, combined with quantitative analysis and qualitative analysis method, the essay uses questionnaire to analyze the target audiences'usage and acceptance of QQ emoticon with advertising. With the data analysis, the essay demonstrates the propagation characteristics of QQ emoticons in online advertising. And on this basis, the essay addresses some optimization strategies, expecting its unique propagation charm can be better used.Based on systematically reviewing the development background of QQ emoticon in online advertising, the essay gives theoretical discussions and experimental research on the propagation characteristics of QQ emoticons in online advertising. It broadens the field of research on QQ emoticon in online advertising. Moreover, it provides some effective design and launch strategies for the advertisers in the decision-making process.