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现代社会广告几乎无处不在,从电视到广播,从报纸到杂志,从路牌到灯箱等等,俯首抬眼,目之所及,皆有广告,让人无法忽视它的存在,然而广告的存在并不是目的,其根本在于能否给人留下深刻的印象,有效地传递某种特定的信息,并对人的行为构成影响。人创造了广告,广告最终作用于人,如果某种或某个广告没有对人产生预期的作用,它便失去了其应有的存在价值。因此,对于广告研究方面,应对广告的接受者、最终作用者的研究给予足够的重视。
Advertisements in modern society are almost everywhere, from television to radio, from newspapers to magazines, from street signs to light boxes, etc., with their heads raised, eyes crossed, and advertisements, making it impossible for them to ignore its existence. However, the existence of advertisements It is not an end. Its fundamental lies in whether it can impress people, effectively transmit certain information and influence people’s behavior. When people create advertisements and advertisements ultimately act on people, they lose their due existential value if they do not have the desired effect on people. Therefore, for advertising research, should pay enough attention to the study of recipients and final actors of advertising.