| 基于传播受众的广告理论研究综述 |
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| 引用本文： | 陈跃刚,吴艳. 基于传播受众的广告理论研究综述[J]. 商业研究, 2006, 0(24): 211-213 |
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| 作者姓名： | 陈跃刚 吴艳 |
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| 作者单位： | 南昌大学,经济与管理学院,江西,南昌,330047 |
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| 摘 要： | 基于对广告传播受众是主动还是被动,是个体还是群体的二维假定对广告作用机理及其对社会的影响进行了综述,发现感知信息处理法对于广告管理的实践是非常有用的,但是也应关注更加广泛的社会和文化环境。
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| 关 键 词： | 广告传播受众 被动的个体 被动的社会群体 主动的个体 主动的社会群体 |
| 文章编号： | 1001-148X（2006）24-0211-03 |
| 收稿时间： | 2006-06-07 |
| 修稿时间： | 2006-06-07 |
Literature Review on Advertising Based on Advertising Communicative Audiences |
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| CHEN Yue-gang,WU Yan. Literature Review on Advertising Based on Advertising Communicative Audiences[J]. Commercial Research, 2006, 0(24): 211-213 |
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| Authors: | CHEN Yue-gang WU Yan |
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| Affiliation: | School of Economics and Management ,Nanchang University,Nanchang ,Jiangxi 330047, China |
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| Abstract: | Based on the two dimensions assumption than whether the advertising communicative audiences are passive and whether they are individual or social(culture),the paper discloses how advertising works and its effects on society,and conclude that the cognitive information processing approach is the most useful method for advertising management,with equal weight to the broader social and cultural environment. |
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| Keywords: | advertising communicative audience passive individual passive social group active individual active social group |
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