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來源:http://www.fssxhyy.com  日期:1970-01-01

我們幾乎每天都接觸到廣告,它已經成為我們生活的一部分。在報紙上、電視上、廣播上、互聯網上、大街上、商場里,廣告無處不在。很多廣告都基于一個共識:廣告可以說服消費者購買廣告商品。廣告商相信它,廣告公司相信它,零售商相信它。廣告的說服力似乎是無可爭辯的。一般認為,廣告通過改變消費者的想法或形成對產品的看法來影響銷售。
  We are exposed to advertising almost every day, and it has become a part of our lives. Advertisements are everywhere in newspapers, TV, radio, Internet, streets and shopping malls. Many advertisements are based on the consensus that advertisements can persuade consumers to buy advertising products. Advertisers believe it, advertising companies believe it, retailers believe it. The persuasiveness of the advertisement seems indisputable. It is generally believed that advertisements influence sales by changing consumers' ideas or forming their opinions on products.
  與一般的社會科學研究類似,本書采用的研究方法仍是推測性的,但并不排除實證證據,甚至實證證據占了相當大的空間。這本書既包括一個總的概述,也有一個案例研究。第八章,“新消費模式的出現:以香煙為例”,是一個典型的案例研究。思辨與論證相結合,總結與案例相補充,使整個論證過程合理、生動、有趣。作者試圖反映事物的本質,也人為地提高廣告的作用,也沒有故意belittating廣告的功能,一個公正的細致分析,廣告的力量和局限,在作者的嚴謹論證,讀者的先前看似自然和根深蒂固的觀點逐漸解體。
山東墻體廣告
  Similar to the general social science research, the research method adopted in this book is still speculative, but it does not exclude empirical evidence, and even empirical evidence occupies a considerable space. This book includes both a general overview and a case study. Chapter eight, "the emergence of new consumption mode: Taking cigarettes as an example", is a typical case study. The whole process of argumentation is reasonable, vivid and interesting. The author tried to reflect the essence of things, and also artificially improve the role of advertising, and didn't deliberately carry out the function of advertising, a fair and detailed analysis, the strength and limitations of advertising. In the author's rigorous argument, the reader's previous seemingly natural and deep-rooted views gradually disintegrated.
  廣告作為一種文化產品,從社會學的角度來看,這種方法為傳播學的研究提供了新的視角。在這個角度看,它不再僅僅是看廣告作為一種文化的符號內容,但是評估廣告作為一個行業和一種社會機制,以及考慮廣告商的意圖作為符號的創造者和廣告公司客戶,以及消費者購買從廣告符號來獲得。作者更關心的不僅是廣告是否有效,更重要的是廣告在什么條件下更有可能起作用,這就把一個是或否的問題變成了一個或多或少的問題,從而為廣告的爭論開辟了一個新的研究領域。
  As a cultural product, advertising provides a new perspective for the study of communication from the perspective of sociology. From this point of view, it is no longer just to see advertising as a symbol content of culture, but to evaluate advertising as an industry and a social mechanism, as well as to consider the intention of advertisers as symbol creators and advertising company customers, as well as consumers' purchase from advertising symbols. The author is more concerned about not only the effectiveness of advertising, but also the conditions under which advertising is most likely to play a role, which turns a yes or no issue into a more or less one, thus opening up a new research field for the advertising debate.
  以上就是對山東墻體廣告價值的詳細介紹,想要了解更多請點擊官網http://www.fssxhyy.com
  The above is a detailed introduction to the value of Shandong wall advertising. To learn more, please click http://www.fssxhyy.com
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