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来源:  日期:1970-01-01

我们几乎每天都接触到广告,它已经成为我们生活的一部分。在报纸上、电视上、广播上、互联网上、大街上、商场里,广告无处不在。很多广告都基于一个共识:广告可以说服消费者购买广告商品。广告商相信它,广告公司相信它,零售商相信它。广告的说服力似乎是无可争辩的。一般认为,广告通过改变消费者的想法或形成对产品的看法来影响销售。
  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.
  与一般的社会科学研究类似,本书采用的研究方法仍是推测性的,但并不排除实证证据,甚至实证证据占了相当大的空间。这本书既包括一个总的概述,也有一个案例研究。第八章,“新消费模式的出现:以香烟为例”,是一个典型的案例研究。思辨与论证相结合,总结与案例相补充,使整个论证过程合理、生动、有趣。作者试图反映事物的本质,也人为地提高广告的作用,也没有故意belittating广告的功能,一个公正的细致分析,广告的力量和局限,在作者的严谨论证,读者的先前看似自然和根深蒂固的观点逐渐解体。
山东墙体广告
  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.
  广告作为一种文化产品,从社会学的角度来看,这种方法为传播学的研究提供了新的视角。在这个角度看,它不再仅仅是看广告作为一种文化的符号内容,但是评估广告作为一个行业和一种社会机制,以及考虑广告商的意图作为符号的创造者和广告公司客户,以及消费者购买从广告符号来获得。作者更关心的不仅是广告是否有效,更重要的是广告在什么条件下更有可能起作用,这就把一个是或否的问题变成了一个或多或少的问题,从而为广告的争论开辟了一个新的研究领域。
  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.
  以上就是对山东墙体广告价值的详细介绍,想要了解更多请点击官网
  The above is a detailed introduction to the value of Shandong wall advertising. To learn more, please click
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