Dissertation
Dissertation > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising > Advertising planning and production

In the Era of Social Media Crowdsourcing Commercials Mode of Operation in the Creative Design of the Study

Author JinWeiWei
Tutor RenLiMin
School Zhejiang University of Technology
Course Art of Design
Keywords social media crowdsourcing social creativity community design
CLC F713.81
Type Master's thesis
Year 2014
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Although the mass media is still active, TV commercials, radio ads, newspaperand magazine advertising space and not because of the rise of the Internet advertisingand completely fade, but support traditional rules they work are being overturned. Therise of social media to commercial advertising is full range of challenges, impact theexisting advertising industry. However, the challenges and opportunities of parallel,social media change brings the opportunity for the advertising industry.Social media aggregator intellectual resources "". Crowdsourcing is a mode ofoperation of the era of social media to realize intelligence resources polymerizationand application. Crowdsourcing model in addition to external resources, and causesthe flat organizational structure, operational ways of new resources.Creativity as a kind of intellectual resources, can be obtained from the interior,but also from the outside. When enterprises face the problem or seek a variety ofsolutions, crowdsourcing can play its coordination, integration, target characteristics,through crowdsourcing platform coordinate external resources, to gain competitiveadvantage.The purpose of this study is how the media in the era of social, thecrowdsourcing model of the open innovation approach to solve the problem ofcreative and commercial advertising design, provide another advertisement operationideas, creative and design diversity enhance advertising and creative quality andcommunication ability, reach commercial advertising operation target.This paper studies around several aspects: on social media advertising andcrowdsourcing model have what characteristic, the use of what kind of effective useof external creative resources, creative and commercial advertising designcrowdsourcing mode what features, what new benefit crowdsourcing mode ofadvertising and design of the advertising industry and production enterprises.In this paper, the research draws the following four conclusions:First, the crowdsourcing model implementation of commercial advertising, new creative advertising operation mechanism with openness, participation,cooperative, the external innovation resources into internal creative resources.Second, social creativity only through certain creative frame, social creativitycan play to maximize each participant’s creative ability in the focus on the right andability to create.Third, social design is popular design, is to design the crowdsourcing model bythe transformation of social creativity, has the characteristics of low threshold, theinterpersonal interaction oriented into.Fourth, the new benefit social creativity and social design includes a "long tail",creative diversity and individuation, cooperative and creative communication ".The purpose of this research is to propose a new way of thinking, reverse the eraof mass media advertising creative advertising creative people rely on minorityoccupation operation thinking, turn to move to view the role of consumer creativityand design ability, pointing to the popular creative this broader, more potentialcreative "blue ocean".

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