摘要
广告受众是广告活动的基本要素之一 ,但目前国内广告学界对广告受众的理论研究不够重视。本文通过对广告受众权力、广告受众形态和广告受众角色等三方面问题的探讨 ,就广告受众的理论研究方向和内容提出了一些看法 ,并试图通过这些探讨 ,引起国内广告学术界对广告受众理论的关注。
Advertisement audience is one of the basic factors of the advertisement activities. But nowadays in China advertisement academic circle doesn*st pay more attention to the study of the advertisement audience theory. This article puts forward some ideas on the study direction and content of advertisement audience theory by discussion the advertisement audience power, advertisement audience forms and advertisement audience roles, etc. Thus to arouse advertisement academic circle*ss much concern on advertisement audience.
出处
《兰州商学院学报》
2001年第2期114-117,共4页
Journal of Lanzhou Commercial College
关键词
广告受众
广告受众权利
广告受众形态
广告受众角色
广告理论
advertisement audience
audience power
advertisement audience forms
advertisement audience roles
