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广告人耗费广告主的大量金钱,倾注自已的巨大精力,所要谋求的不外是可观的传播效果。但是,不要忘记,对于效果的迷信切不可遮住了自己的眼睛:受众是否接受才是决定效果大小的关键因素。换言之,研究电视广告传播的效果,应该更多地着力从受众的角度来考虑。此外,必须首先加以澄清的是,电视广告传播所追求的效果到底是什么?电视广告对受众“起某种作用”指的到底是什么作用?在我看来,电视广告传播的效果有两个层次,较低
Advertisers spend a lot of money advertisers, pouring their great energy, what they want to seek is nothing less than the considerable effect of communication. However, do not forget that superstition about the effects must not obscure your own eyes: whether the audience accepts is the key factor in determining the size of the effect. In other words, research on the effectiveness of television advertising should focus more on the audience’s perspective. In addition, it must first be clarified that what exactly is the effect of television advertising on? What is the role of television advertising to the audience “to some extent?” In my opinion, the effect of television advertising is Two levels, lower