摘要
传统的目标受众理论认为广告的最有效的方法是直接到达目标消费者,但是广告本身也能够造就流行,使其广告的产品成为流行文化的符号,从而产生巨大的销售力。而这种流行文化的生成来自于媒体的议程设置作用机制。
The traditional target audience theory claims the most effective approach for advertisements is to directly contact target consumers, but advertisements themselves can create something popular, and make the product of an advertisement a sign of pop culture, thus bringing about great marketing force and the production of such pop culture results from the media agenda - setting mechanism.
出处
《湖州师范学院学报》
2006年第5期101-105,共5页
Journal of Huzhou University
关键词
广告
议程设置
流行文化
销售力
advertisement
media agenda - setting
pop culture
marketing force
