受众抵触心理对我国网络广告传播的影响研究

随着网络的普及，越来越多的受众主动或被动的卷入资讯量爆炸式增长的互联网信息体中。广告借助于网络这一新型的媒介载体，进入了前所未有的发展阶段。然而不容忽视的是，网络广告在面对受众时也会出现各种形式的逆反和抵触情绪，从而影响了广告的传播效果。本文旨在通过对网络广告的受众抵触心理成因机制的研究，为网络广告的传播提供更优化的解决方案和建议。

A study on the influences of audience contradiction on the spread of online advertisement in China

With the popularity of network, more and more audience are involved in Internet information body actively or passively, in which the amount of information is in explosive growth. Advertisement, with the new medium carrier of network, enters into an unprecedented period of development. However, various forms of antagonistic and resistant moods can not be ignored when online advertisement faces the audience, which will affect the adverting effect. This article is intended to explore the audience＇s psychological mechanism inconsistent with online advertisement and provides optimized solutions and suggestions on the communication of online advertisement.