传播学诞生不过百年,而成为当今显学,盖因传播之于当今社会,其重要性实在难以估量。在中国市场,企业所从事的传播行为,大多遵循的是西方的传播理论,无论是传播信息的选取与加工,抑或传播方式与介质的衡量,都有一套西方的理论依据可供参考。尤其是国际性传播集团与广告公司蜂拥进入中国市场以来, The birth of communication, however, is only a hundred years old, and has become today’s school of learning, because of its spread in today’s society, its importance is immeasurable. In the Chinese market, most of the communication activities carried out by enterprises follow the Western communication theory. Whether in the selection and processing of communication information or the measurement of media and communication methods, there is a set of western theoretical basis for reference. In particular, international communication groups and advertising companies have swarmed into the Chinese market,