| 广告传播模式的变革:从显意识传播到潜意识传播 |
| |
| 引用本文： | 林升梁.广告传播模式的变革:从显意识传播到潜意识传播[J].广告大观,2009(2):4-12. |
| |
| 作者姓名： | 林升梁 |
| |
| 作者单位： | 莆田学院中文系讲师 |
| |
| 摘 要： | 网络广告的出现使得中国广告传播模式发生了巨大的变革：传统的显意识传播逐渐被潜意识传播所代替。潜意识广告大致有五种类型：快速切换、背景反转、植入／置入、双关、声光学处理。随着认知神经技术在广告中的应用，以FMRI为代表的技术，使得潜意识广告的效果测量成为可能，尽管存在一系列道德上的争议。
|
| 关 键 词： | 显意识传播 潜意识传播 FMRI |
Changes of advertising communication types:From traditional conscious communication to update subconscious communication |
| |
| Lin Shengliang.Changes of advertising communication types:From traditional conscious communication to update subconscious communication[J].Advertisinc Panorama,2009(2):4-12. |
| |
| Authors: | Lin Shengliang |
| |
| Institution: | Lin Shengliang |
| |
| Abstract: | The eruption of advertising on the web encourages the changes from traditional conscious communication to update subconscious communica-tion.There are totally five types of subliminal advertising:Tachistoscopic Displays,Figure-Ground Reversals,Product-placement/Embedding,Double Entrende,processed light waves and acoustic waves.With the popularity of Cognitive Neuroscience applied in the advertising industry,FMRI makes possible the measurement of effects of subliminal advertising,though there still exist som... |
| |
| Keywords: | Conscious communication Subconscious communication Functional Magnetic Resonance Imaging |
| 本文献已被 CNKI 维普 等数据库收录！ |
