| 公益广告的攻心策略 |
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| 引用本文： | 冯智敏,朱洁. 公益广告的攻心策略[J]. 西南交通大学学报(社会科学版), 2006, 7(2): 49-51 |
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| 作者姓名： | 冯智敏 朱洁 |
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| 作者单位： | 西南交通大学艺术与传播学院,四川,成都,610031 |
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| 摘 要： | 公益广告的效果研究一直处于广告研究的滞后阶段。目前的公益广告存在着“隔岸观火”和“隔靴搔痒”两大病症。问题的关键是广告诉求与受众的相关度不高。对症下药,提高公益广告效果的策略有三:真实再现、指向明确和对比联想。
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| 关 键 词： | 公益广告 效果 相关度 |
| 文章编号： | 1009-4474(2006)02-0049-03 |
| 修稿时间： | 2005-04-13 |
The Strategy of Public Service Advertisement to Touch the Audience''''s Heart |
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| FENG Zhi-min,ZHU Jie. The Strategy of Public Service Advertisement to Touch the Audience''''s Heart[J]. Journal of Southwest Jiaotong Universit(Social Science Edition), 2006, 7(2): 49-51 |
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| Authors: | FENG Zhi-min ZHU Jie |
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| Abstract: | The effect study of public service advertisement,an insufficiently touched area in(advertisement) studies,has two problems: low degree of correlation with audience and lack of convincing force.Three strategies to raise the advertising effect are provided: vivid presentation,distinct referring,and comparative association. |
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| Keywords: | public service advertisement effect degree of correlation |
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