Comparative Analysis Of Matching Advertisements In Social/non-social Media Advertising In A Linked Cross-media System

Information dissemination demonstrates the characteristics of immediacy,interactivity and innovation in a collaborative cross-media system.In this context,the advertising market has shown different dynamics accordingly,with internet advertising taking up the most advertising market share.Therefore,conventional advertising becomes insufficient to examine the current advertising market.Tencent advertising,a Chinese internet advertising giant,has developed into two categories 1)social media advertising,with WeChat being its largest platform 2)nonsocial media advertising on TV and streaming services.WeChat is an instant messaging application created by Tencent.This social media application has become highly commercialised due to its large user base.Tencent first launched advertisements on WeChat Moments based on data taken from users’ feeds,which has attracted advertisers from various industries and WeChat users because of its originality,sociability and novelty.By 2020,the social media advertising income from WeChat had grown up to 83%of Tencent’s overall revenues.As much as social media advertising on WeChat is a great success in advertising industry,there is a limited number of researches in this field.This thesis has combined 16 pairs of social media and non-social media advertising examples from 2019 to 2020,and analyses from both perspectives of advertising vision and advertising narrative.The analysis of advertising vision is based on the theoretical framework of visual grammar.In the constitution of interactive meaning and composition meaning,social media and non-social media advertising have shown significant difference with varies tendencies in some elements.For the advertising narrative part,the analysis of examples is conducted within the framework of classical narratology.The research finds that social media and non-social media advertising differentiate each other in terms of narrative structure,narrative environment as well as narrators.Furthermore,this part also interrogates their individual narrating characteristics.This thesis not only explore social media and non-social media advertising academically,but also provides practical guidance in both internet advertising content making and targeting.