共识广告——一项从“社会”维度探索广告价值生长点的概念化尝试  

Consensus Advertising:A Tentative Conceptualization of The Growing Point for Advertising Value from a Social Perspective

作　　者：马晓波 姚俊 潘洪亮 Ma Xiaobo;Yao Jun;Pan Hongliang

机构地区：[1]群玉山咨询 [2]群玉山咨询研究院

出　　处：《现代广告》2024年第21期36-45,共10页Modern Advertising

摘　　要：本文从数字化时代现代广告价值根基面临挑战的讨论谈起,试图在“国家-市场-社会”的结构中,从“社会”的角度为现代广告价值生长点寻找出路。在以公共传播作为中间性论证概念,并与意见广告对话的基础上,本文提出了“共识广告”的概念。本文试图说明,在行业内发生价值危机之后,作为一种“市场”力量的广告可以积极介入“社会”建设,从而实现广告商业价值与社会价值的双赢,为拓展现代广告价值根基探索新的出路。Building on the challenges to the value basis of modern advertising in the digital era,this article aimed to identify new growing points for advertising value from a social perspective within the structure of state-market-society.To achieve this,it drew on the concept of public communication as an intermediary framework and engaged in dialogue with advocacy advertising,leading to the introduction of the concept of consensus advertising.In light of the value crisis within the industry,the paper advocated for advertising to actively participate in social construction,by doing so,it is leveraging market forces to pursue mutual benefits that align commercial and social interests,ultimately broadening the value basis of modern advertising.

关 键 词：共识广告 广告消亡 公共传播 社会 

分 类 号：G63[文化科学—教育学]