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一、所有广告都具有特定营销目的广告是一种传播行为,是具有特定营销目的的传播行为。即使是各企业所赞助的所谓公益广告,它的掩饰性商业动机恐怕都比慈善动机、环保动机、文化动机、扶贫动机或其它公共关系动机等等更为具体明确。这也就是为什么许多大众传媒发布的众多公益广告经常露出狐狸尾巴——甚至于有时候,狐狸尾巴比狐狸身体更大!依托公益的名义大打商业促销广告。
First, all advertising has a specific marketing purpose Advertising is a kind of communication behavior, is a communication with specific marketing purposes. Even the so-called public service advertisements sponsored by enterprises may have more specific and explicit business motives than philanthropic incentives, environmental motives, cultural motives, poverty alleviation motives or other public relations motives. This is why many public service ads released by the mass media often reveal the fox tail - and even sometimes the fox tail is bigger than the fox! Rely on the public interest in the name of commercial advertising.