隐性知识在广告中的运用  

作　　者：许伟杰[1] 

机构地区：[1]浙江工业大学人文学院广告系,杭州310000

出　　处：《新闻界》2007年第3期103-104,109,共3页Journalism and Mass Communication

摘　　要：一个真正健康发展的广告产业不仅需要显形环境的支持,更需要充分开发并运用隐性知识,使那些最常识层面的但又被人们忽视的知识,即“广告思维中的隐性构成”发挥出应有的作用。广告知识中的隐性构成一旦被科学地挖掘利用起来,将有利于完善我国广告知识生态圈。What a truly healthy-developed advertising industry need is not only the support from tacit knowledge environment but also the fully implement implicit knowledge, the most fundamental but neglected knowledge called ＂implicit factors in advertising thinking＂, to make it has the proper effect, Once used in a perfect way, our adverting knowledge ecosystem will be consummated.

关 键 词：隐性知识 广告 运用 

分 类 号：F270[经济管理—企业管理]