摘要
形象广告是借助大众传播媒介所进行的一种广告信息的沟通活动,由于其运作过程存在许多错误,引发了强烈的舆论抨击。文章通过对《人民日报》、《光明日报》、《经济日报》和新华社合力围剿形象广告这一事件所进行的理论思考指出:形象广告具有独特的传播效果,不应停止刊登此类广告,而应制定科学规范的运作原则,使形象广告走上健康发展之路。
The paper maintains that image commercials have incurred castigation because of their defects in the process of transmitting advertisements through mass media and that the cancellation of commercials jointly initiated by People＇s Daily, Guangming Daily, Economics Daily, and the Xinhua News Agents has erred on the other side： since image advertisement is effective in the transmission of message, its operation should be brought under legal control rather cancelled altogether.
出处
《兰州大学学报（社会科学版）》
CSSCI
北大核心
2005年第5期21-25,共5页
Journal of Lanzhou University（Social Sciences）
关键词
形象广告
传播效果
运作规范
image advertisement
transmission effect
operational regulations
