人际传播在广告传播中的作用及其应用

由于人际传播在广告传播中不占主导地位,因而在当前的广告研究中,人们对大众传播媒体及其传播规律的关注相对较多,而往往忽视人际传播在广告中的作用。事实上,随着实践的深入,大众传播日益暴露出的局限性在很大程度上制约着广告效果的发挥,而人际传播在广告传播中所起的作用日益明显。人际传播不仅可以扩大广告的宣传效应,而且可以加强广告的说服效果,在广告传播中应尽可能利用各种人际传播方式扩展广告效果。

On the Function and Application of Personal Communicationin Advertising Communication

Personal communication does not play the chief role in advertising information communication,So in current advertising researches, people usually ignore the function of personal communication when they pay special attention to mass media and its communication pattern. In fact,the limitation of mass communication exposed in practice restricts the advertising effect. On the other hand,the function of personal communication plays more important role in advertising communication. Personal communication can not only extend propaganda effects of advertising ,but also enhance its persuasion . We should use various kinds of personal communication ways to expand the advertising effect in advertising communication.