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在传统大众传播媒体方兴未艾的年代,广告乃是单向传播“靶子理论”的典型体现。由于经济、科技发展所催生的新事物、新现象层出不穷,企业和消费者处于高度的信息不对称状态,几乎可以说,企业想让消费者知道什么、消费者就知道什么;企业不想让消费者知道什么,消费者也就不知道什么。这种单向传播造成的信息垄断看似对企业来说有机可乘,实则孕育了极大风险。诸如此类的教训,远的有上世纪90年代的保健品行业危机,近的有2008年的“毒奶粉”
In the era of the traditional mass media, the advertising is a one-way communication “target theory” typical embodiment. Due to the economic and technological developments, new things and new phenomena emerge one after another, and enterprises and consumers are in a highly asymmetric state of information. Almost it can be said that enterprises want consumers to know what consumers know; enterprises do not want consumers Know what, consumers do not know what. This monopoly of information caused by one-way communication appears to be a viable business, but in fact gave birth to great risk. Lessons such as these have far-reaching crises in the nutraceutical industry of the 1990s, and in 2008 there was “poison milk powder”