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应该说,广告是一种付费的大众传播活动,大凡提及付费,必然会考虑投入与产出的比例关系。广告传播投入的是大把金钱,产出的会是什么呢?难道真像秦池酒厂的厂长所说:“我们每天给中央电视台开进一辆桑塔纳,开出的是一辆豪华奥迪”吗?显然那只是为了增加说话的风趣而已,没有人会信以为真。秦池酒厂1996年有幸创出10亿元的销售额,绝不仅仅因为在中央电视台做了广告。其实广告没有那么大的魔力,传播模型中的“魔弹理论”早已被抛弃了,受众并不是射击场里的靶子,当他们受到广告的“射击”时,并不一定应声倒下,每一位受众都有自己的头脑,都可以做出多种选择,
It should be said that advertising is a paid mass communication activity, and where reference is made to paying fees, it is bound to consider the proportional relationship between input and output. Advertising is invested in a lot of money, the output will be what? Is it really like the manager of Qin Chi winery said: “Every day we go to a CCTV Santana, out of a luxury Audi Obviously that is just to increase the humorous tone of speech, no one will believe it. Qin pool distillery in 1996 had the honor to create 1 billion yuan in sales, not only because of the CCTV made an advertisement. In fact, advertising is not so much magic, propagation model of the ”magic bullet theory“ has long been abandoned, the audience is not the target of the shooting range, when they are advertising ”shooting", not necessarily collapsed, each The audience has its own mind, can make a variety of choices,