摘要
现代广告在本质上是一种舆论,它运用多种传播方式和传播渠道,让受众接受其传播的观念和影响,支配受众行为。商业广告即消费舆论代言人。广告的功能并非仅限于销售,其舆论引导功能在经济全球化和经济文化一体化的大趋势中更显重要,值得我们探索其特征与运用方式。
Essentially,modern advertisement is a kind of public opinion.It employs various communication means and channels to make audience accept its opinion,thereby to control audience’s behavior.Commercial advertisement is the mouthpiece of consumptive consensus. The function of advertisement is not just limited to product sales,its function of public opin- ion appears so important in the integrative economy and culture that it deserves us to probe into its characteristics and means of operation.
出处
《新闻与传播评论辑刊》
2001年第1期87-99,266+272-273,共16页
Journalism & Communication Review
