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广告营销功能观的历史变迁与现代转型
引用本文:余晓莉.广告营销功能观的历史变迁与现代转型[J].武汉大学学报(人文科学版),2009(4):498-501.
作者姓名:余晓莉
作者单位:武汉大学新闻与传播学院,湖北武汉430072
摘    要:在广告发展的历程中,为了适应社会经济的不断发展,广告的营销功能观走过了从告知、劝服再到诱导的发展阶段。然而,诱导功能的不断张大使广告的发展走向了误区。面对现代广告发展的窘境,广告的营销功能观亟待转型。与传统媒介时代相比,数字与网络传播技术的发展给广告告知功能的回归带来了现实的可能性。

关 键 词:广告  营销功能观  告知功能  诱导功能

Historical Change and Modern Transformation of the Outlook on Marketing Function of Advertising
Yu Xiaoli.Historical Change and Modern Transformation of the Outlook on Marketing Function of Advertising[J].Wuhan University Journal (Humanity Sciences),2009(4):498-501.
Authors:Yu Xiaoli
Institution:Yu Xiaoli (School of Journalism & Communication, Wuhan University, Wuhan 430072, Hubei, China)
Abstract:In the process of advertising development, the outlook on marketing function of advertising has gone through three stages from informing, persuading to luring to adapt to the progress of society and economy. However, the expanding of luring function leads advertising to misuse. This paper proposes that in a sense, the informing function is one of the core functions of advertising, especially in the era when consumer sovereignty is becoming increasingly steady. Facing the embarrassing situation, the outlook on marketing function of advertising needs change. Compared with traditional media, the development of digital technology and network will make the return of inform function into reality.
Keywords:advertising  outlook on marketing function  informing function  luring function
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