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广告传播是广告主、媒介和消费者之间共同参与的一种社会行为。在广告传播中三者之间存在相互联系、相互制约、相互影响的传播效果。广告传播的最终目的是为了促进消费者对产品或服务的选择,实现购买行为。市场经济发展至今,产品研发已从卖方市场转为买方市场,营销理念也产生质的飞跃。然而,在这个传播过度的年代中,我们却愈来愈深地陷入广告的怪圈:一方面企业需要广告打开市场;另一方面在广告成本不断递增的同时,受众信任度下降, 广告作用骤减。
Advertising Advertising is a social activity that involves advertisers, media and consumers alike. There are inter-related, mutual restrictive and interactive communication effects between the three in the advertising communication. The ultimate goal of advertising is to promote consumer choice of products or services to achieve the purchase behavior. Since the development of market economy, product research and development has changed from the seller’s market to the buyer’s market, and the marketing concept has also made a qualitative leap. However, in this era of over-transmission, we are increasingly caught up in the vicious circle of advertising: on the one hand, enterprises need advertising to open the market; on the other hand, advertising costs continue to increase at the same time, reducing the trust of the audience, the role of advertising abruptly .