论出版物中软文广告的传播效果——国外实证研究成果给我们的启示  

On the Communication Effects of Advertorials in Publications

作　　者：袁胜[1] 许清茂[2] 

机构地区：[1]温州大学城市学院,温州325035 [2]厦门大学新闻传播学院,厦门361005

出　　处：《出版科学》2013年第4期72-74,共3页Publishing Journal

摘　　要：软文广告由于其隐蔽性受到褒贬不一的评价。目前,我国的软文广告研究一般都是在理论层面对其进行讨论,很少从读者角度分析其传播效果。本文总结国外软文广告的实证研究成果,希望给我国出版业、广告主和学界一定的启示。Advertorials have received mixed comments due to their nature of concealment. So far, Chinese scholars mainly discuss this form of advertising at the theoretical level, and very few of them have ever analyzed its communication effects through empirical research. Therefore, this article reviews the empirical studies conducted by foreign scholars on advertorials and attempts to provide Chinese publishers, advertisers and scholars with some advice.

关 键 词：软文广告 实证研究 传播效果 

分 类 号：G235[文化科学]