Wei Sun, Yingying Gao, Wenzhi Sun

Wei Sun

31 October 2023

Advertising orientation, Advertising public opinion, Process research.

In the backdrop of the intelligent era, the modern advertising ecosystem has become increasingly intricate. While the advent of digital technology has enhanced the effectiveness of advertising communication, it has also given rise to new issues related to advertising orientation. These include excessive catering to users' vulgar entertainment demands, deviation from the correct value orientation of content, and the pollution of industry environment through malicious competition. In such a reality, it becomes particularly important and urgent to study the process of advertising campaign orientation. This paper adopts the method of big data text mining, focusing on the analysis of the emotional changes and public opinion evolution of the public under advertising-oriented activities. It explores the process and mechanisms of negative public sentiment events in advertising evolution. Covering typical cases from four types of advertising orientations: ethnic politics, women, culture, and ethics, the study takes the longitudinal development of advertising campaign orientation over time and the lateral fermentation platforms of advertising sentiment as clues. It analyzes and summarizes the processes, platforms, evolution mechanisms, and dynamic features of public sentiment related to advertising campaign orientation. The aim is to provide new perspectives and approaches for controlling advertising communication orientation and monitoring advertising effectiveness in the context of media integration environment.

© 2023, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license