Analysis of the Feeling Image of Internet Media Advertising

Conference: The Kyoto Conference on Arts, Media & Culture (KAMC2021)
Title: Analysis of the Feeling Image of Internet Media Advertising
Stream: Media Studies
Presentation Type: Virtual Presentation
Yi-Jie Chen, Chinese Culture University, Taiwan
Hsiu-Ju Yang, Chinese Culture University, Taiwan


The study explores people’s feeling image of internet media advertising. Nowadays, YouTube is the most popular online video platform and is also recognized as the leading digital video Advertising Media. However, YouTube recently implemented a new digital video advertising policy which has caused a lot of bumper ads when using YouTube. In this research, I discussed the consumers' attitudes towards adverting by feeling image analysis. The result of the study revealed that positive advertising is those that focus on public welfare and drama propaganda which make people willing to watch the ad or endure the advertising to bump. On the contrary, the negative types are game ads that show violence and pornography. In addition, people use YouTube to listen to music. Their view of being distracted by commercials is different from those who watch this app and watch videos. The conclusions of this research will give suggestions for optimizing advertising according to the different purposes of using YouTube.

Virtual Presentation

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