摘要
改革开放30多年来,伴随我国市场经济的高速发展,广告信息传播过程从简单到复杂、传播方向从单项到双向、传播方式从点对点到点对面经历了大众传播模式、小众传播模式和镜众传播模式的深刻变革,消费者研究、社会消费观念、媒体发展分别从不同的层面发挥了各自的影响力,其中媒体的发展起到了决定性的作用。
During the last 30 years or more of reform and opening-up,with the boost of market economy,there have been profound developments in the spread of advertising information,where the procedure has changed from simplicity into complexity,the direction has developed from one-way into bi-direction one,the method has progressed from a point-to-point into a point-to-side way,and the mode has proceeded in the sequence of mass,niche and self-reflective communication.In the meantime,the research of consumers,the notion of consumption and the maturity of media have exerted their own influences in different hierarchies;however,media has played a critical role in that process.
出处
《情报科学》
CSSCI
北大核心
2010年第12期1819-1823,共5页
Information Science
关键词
广告信息传播模式
大众传播模式
小众传播模式
镜众传播模式
model of advertising information spread
model of macro-mass media spread
model of micro-mass media spread
model of self-reflective spread
