| 浅析人际传播与广告的关系 |
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| 引用本文： | 刘砚明.浅析人际传播与广告的关系[J].新乡师范高等专科学校学报,2007,21(3):131-134. |
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| 作者姓名： | 刘砚明 |
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| 作者单位： | 新乡学院,中文系,河南,新乡,453003 |
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| 摘 要： | 在媒介高度发达的当今社会,剧烈复制的信息数量已经大大超过了人们可接受的限度,作为大众传播的一种形式,广告的效果变得越来越微弱。人际传播较之大众传播具有感官参与度高、信息反馈量大、传播符号众多等特点。在广告传播过程中,结合人际传播的这些特点,利用意见领袖和参照群体的影响,可以有效提高广告传播的效果。
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| 关 键 词： | 人际传播 广告 意见领袖 |
| 文章编号： | 1008-7613（2007）03-0131-04 |
| 修稿时间： | 2006-11-30 |
On the Relationship of Interpersonal Communication and Advertising |
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| LIU Yan-ming.On the Relationship of Interpersonal Communication and Advertising[J].Journal of Xinxiang Teachers College,2007,21(3):131-134. |
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| Authors: | LIU Yan-ming |
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| Institution: | Chinese Department of Xinxiang University, Xinxiang 453003, China |
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| Abstract: | In highly developed media society now,fiercely duplicated information has already surpassed the limit which the people may accept,the effect of advertising becomes more and more weak as one kind of the mass communication.Interpersonal communication has more sensable participating compared with the mass communication,larger quantity of information feedback,more communication symbol.In the advertisement spreading process,union interpersonal dissemination these characteristics,the use of opinion leader and the reference community's influence,may enhance the effect of advertisement dissemination effectively. |
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| Keywords: | interpersonal communication advertising opinion leader |
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