摘要
以泛广告信息传播为研究重点,由"奥巴马现象"这一具体事件展开,就信息感知角度分析其成因以及现象背后的信息传播原理,继而由名人符号的借用,总结了广告创意的符号运用方法和表现形式,再结合具体广告实例,对媒体及社会焦点相对缺失情况下的信息传达和创意方法加以分析,提出了不同信息感知模式下相应的广告创意途径,同时明确了该传播环境下应注意的问题。
Focusing on advertising generalization,from ＂Obama Mania＂,the causes and theories were analyzed in terms of perception of message.Then three methods to apply symbol were summarized by the application of famous symbol. Four approaches to advertising creativity were advanced,even though the focus of media was not clear,combined with some advertising.Besides,the considerations were made definite.
出处
《包装工程》
CAS
CSCD
北大核心
2010年第20期136-138,155,共4页
Packaging Engineering
关键词
泛广告环境
“奥巴马现象”
广告创意
感知
符号
advertising generalization
＂Obama Mania＂
advertising creativity
perception
symbol
