从传播信息到创造讯息——创造需求的广告传播新模式解析

广告是一种信息化的经济活动。信息经济时代的发展对传播的信息提出了新的要求,注意力与影响力成为信息价值评判的主要标准。以传播信息为主的传统广告传播模式已经不能适应信息经济时代的要求,新广告传播模式以创造能创造需求的讯息为主要特征,以吸引注意力和产生影响力来对广告所传播的信息进行质的提升。创造能创造需求的讯息成为未来广告传播的重大使命。

Analysis on New Advertising Communication Model of Creating Demands

Advertising is a kind of economic campaign with information. The development of the information economy raises new requirements for information. Attention and influence have become the main criteria of information value. The traditional advertising communication model which mainly focuses on transmitting information can＇t meet the requirements of information economy any more. The main characteristic of the new advertising communication model is creating message that can create demands. The message can attract attention and enhance influence so as to improve the quality of advertising information. To create message that can create demands will become the important mission of advertising communication in the future.