日本广告软实力的分析与启示  

Reflection and Analysis on Soft Power of Japanese Advertising

作　　者：朱江丽[1] 

机构地区：[1]南京大学新闻传播学院

出　　处：《广告大观（理论版）》2017年第1期73-77,共5页Journal of Advertising Study

基　　金：江苏省社会科学基金青年项目"供给侧改革下江苏传媒产业转型的机制研究"(16WTC001)的阶段性成果

摘　　要：近两年,虽然中国广告营业总额超过日本,成为世界第二大广告市场,但是中国广告软实力发展却严重滞后于市场增长速度,距离日本有着较大的差距。因此,本文通过深入剖析日本广告软实力及其形成原因,探索中国广告软实力提升的实现路径。Although China＇s total world during these two behind the high growth and the cause of format advertising revenues have been much larger than Japan＇s, mak years, the soft power of China＇s advertising is weaker than Japan＇s ng it the second of the which has been lagged of marketing. Based on this, this essay is to analyse the elements of Japan＇s soft power on, and to explore the paths of enhancing the soft power of China＇s advertising.

关 键 词：日本 广告 软实力 

分 类 号：F713.8[经济管理—广告]