| 从受众能动性视角探析网络广告传播效果 |
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| 引用本文： | 周晓莉.从受众能动性视角探析网络广告传播效果[J].山东商业职业技术学院学报,2009,9(3):121-123. |
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| 作者姓名： | 周晓莉 |
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| 作者单位： | 青岛酒店管理职业技术学院,山东,青岛,266100 |
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| 摘 要： | 网络传播时代，网络广告得到突飞猛进的发展，受众也不再是传统意义上被动的信息接受者，而是能够充分发挥自身能动性，有选择性的接受有关信息。网络广告要充分达到预期的传播效果，必然要尊重受众能动地接受信息的基本规律，采取相应的策略，并协调好网络广告强制性与受众能动性之间的关系，以实现网络广告传播效果最大化。
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| 关 键 词： | 受众 受众能动性 网络广告 |
Effect of Network Advertising Transmission from the Perspective of Audience's Initiative |
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| ZHOU Xiao-li.Effect of Network Advertising Transmission from the Perspective of Audience's Initiative[J].Journal of Shandong Institute of Commerce and Technology,2009,9(3):121-123. |
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| Authors: | ZHOU Xiao-li |
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| Institution: | Qingdao Hismile College;Qingdao 266100;China |
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| Abstract: | Network advertising has gained rapid development in the information age.The audience has no longer been the passive information acceptor in a traditional way,but becomes the one who can accept the information selectively by exerting their subjective initiative.For reaching the desired effect of transmission,the network advertising should firstly respect the essential rule of the active audience acceptance of the information and secondly take the corresponding measures and thirdly harmonize the relationship ... |
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| Keywords: | audience audience subject initiative network advertising |
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