试析电视恶俗广告的生存之道  

On the Broadcast of Vulgar Advertisements on TV

作　　者：张幼斌[1] 

机构地区：[1]四川外语学院,重庆400031

出　　处：《重庆交通大学学报（社会科学版）》2011年第4期92-94,共3页Journal of Chongqing Jiaotong University:Social Sciences Edition

摘　　要：以当前电视恶俗广告越来越多地成为品牌传播和销售促进的方式为背景,从恶俗广告的概念界定入手,以近年网民选评的上榜恶俗广告为案例,总结恶俗广告的元素表征,着重从注意力、记忆及知名度效应等角度分析阐释恶俗广告发挥效用的原因,举证其效用所在,以期为企业拟运用恶俗广告营销提供借鉴。With more and more vulgar advertisements broadcast on TV for brand communication and sales promotion, taking the annual top vulgar advertisements voted by netizens in recent years as samples, the concept and representation attributes of vulgar advertising are discussed, with special attention paid to the analysis of the effectiveness of vulgar advertising in attention-drawing, memory-keeping and fame-affecting. Suggestions are proposed in the end for providing reference for enterprises which intend to make use of vulgar advertising marketing.

关 键 词：恶俗广告 表征 效用 影响 

分 类 号：G206.3[文化科学—传播学]