商业广告中第三人效果砌绩龈及其意义  

A Review of the Third Person Effect on Commercial Advertising

作　　者：曾秀芹[1] 张婷婷[1] 江娟 

机构地区：[1]厦门大学新闻传播学院,厦门,中国,361005

出　　处：《现代广告》2013年第12期26-33,共8页Modern Advertising

基　　金：d该研究受到厦门大学基础创新科研基金（中央高校基本科研业务费专项资金,项目编号：2011221008）.

摘　　要：自1983年第三人效果理论被提出以来，研究问题包括新闻、社会舆论、谣言和广告在内的多种大众传播信息，它们为解释大众信息的作用机制和指导信息传播的行为实践提供了新的视角。本文首先介绍了传播学第三人效果理论，并论述了该理论与商业广告之间的内在联系。在此基础上回顾了商业广告领域第三人效果的研究进展，包括研究对象、研究内容和研究方法，并作相应的评论。最后本文总结了开展商业广告第三人效果研究的理论价值和现实意义。It has been 30 years since the putting forward of the third person effect theory, the research fields includes news, public opinion, rumor and a variety of mass communication information such as advertising. It provides a new perspective for explaining the mechanism of mass communication effect and guiding the practice of information dissemination. This article firstly reviewed the third person effect theory and discussed the internal relation between this theory and commercial advertising. Then, this article reviewed the research progress of the third person effect including research object, research content, research methods, and gave comments accordingly. At the end of the paper, it puts forward the significance of the third person effect research in commercial advertising.

关 键 词：第三人效果理论 商业广告 研究意义 

分 类 号：F713.8[经济管理—广告]