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广告做给谁看?大多数内行人会回答:广告当然是做给目标消费者看的。的确,广告是以一定的目标市场为对象的传播活动,广告主总是选择特定的内容,在特定的媒体时空中发布广告。但是,如果仅仅把产品目标消费者作为广告的对象,则有失偏颇。从广告本质上分析,广告是一种大众传播行为,具有大众传播的一般性特征。80年代最早从传播学原理论述广告活动的《广告原理与方法》一书就明确谈到“广告传播作为大众传播的一个组成部分,其接收对象是一大批读者、听众或观众,
Who does it look like? Most insiders will answer: Advertising is, of course, intended for the target consumer. Indeed, advertising is based on a certain target market for communication activities, advertisers always choose specific content, advertising in a specific media space. However, if only the product target consumers as the object of advertising, there is a bias. From the nature of advertising analysis, advertising is a mass communication behavior, with the general characteristics of mass communication. The earliest 80 years from the principle of communication theory of advertising activities “advertising principles and methods” a book clearly stated that "as an integral part of mass media, advertising to receive a large audience, listeners or viewers,