泛广告时代提升广告效果的策略解析  

Strategy on Improving Advertising Effectiveness at Pan-avertising Age

作　　者：王波伟[1] 

机构地区：[1]渭南师范学院人文学院,渭南714000

出　　处：《价值工程》2013年第18期164-165,共2页Value Engineering

基　　金：陕西省教育厅科研计划项目资助(项目编号:2013JK0447)

摘　　要：泛广告时代作为一个时代特征的界定,学界没有达成共识的阐释,笔者通过文献综述,对于泛广告时代的时代镜像进行解读,发现其具有更消费者中心化、泛媒介、受众理性化、广告无痕化、传播总监盛行、广告快乐、广告冲突的加剧等特性,以及由此衍生出的最核心的特征广告钝化,由此,对泛广告时代的广告钝化现象进行解读,对产生钝化的原因进行解析,并从八个方面对于泛广告时代的广告钝化现象做解读,希望可以提升广告效果,弱化广告钝化对广告业界的不良影响。Pan-advertising, which has not received the consensus from the educational circles, is the feature of the present age. Through literature review, the paper describes the mirroring of pan-advertising age. And it finds the characteristics, such as it is consumers-centered and pan-media, the audiences are more rational and traceless, transmission director prevails, the advertising is happy, and the advertising conflict is increased and feature advertising is passivating. The author describes the passivation of advertising, analyzes the causes from eight aspects, honing to imnrove the advertisin~ effect and weaken the negative impact of the advertising passivation on the advertising industry.

关 键 词：泛广告时代 广告钝化 互动 泛媒体 

分 类 号：G206[文化科学—传播学]