| 基于传播学受众研究传统的广告受众分析 |
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| 引用本文： | 张歆,孔磊.基于传播学受众研究传统的广告受众分析[J].湖南大众传媒职业技术学院学报,2007,7(4):28-30. |
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| 作者姓名： | 张歆 孔磊 |
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| 作者单位： | 四川大学文学与新闻学院,四川成都610064 |
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| 摘 要： | 消费者作为广告的受众是广告传播活动的中心。追求广告传播效果的进路最终必然指向消费者自身。在传播学受众研究传统的基础上,建构切合广告受众研究实际需求的逻辑架构,有助于切实地洞悉和把握消费者,谋求广告传播效果的最大化。
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| 关 键 词： | 传播学 受众研究传统 消费者 广告传播效果 |
| 文章编号： | 1671-5454（2007）04-0028-03 |
| 修稿时间： | 2007-04-11 |
Analysis of Advertisement Receivers:from the Perspective of Communication Studies |
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| ZHANG Xin,KONG Lei.Analysis of Advertisement Receivers:from the Perspective of Communication Studies[J].Hunan Mass Media Vocational Technical College(Mass Media),2007,7(4):28-30. |
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| Authors: | ZHANG Xin KONG Lei |
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| Abstract: | Consumer,as the audience of ad,are the real host of the advertising world.Therefore,the approach to pursue big effect of an ad focus on the consumer themselves.On the basis of the traditions of audience studies in communication,we try to construct a logical system of ad's audience studies,hoping that it will be helpful to comprehend and grasp the audience effectively,and achieve the maximum effect of the ad. |
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| Keywords: | consumer the effect of ad the tradition of audience studies |
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