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随着社会的进步,市场经济正在飞速发展,世界经济一体化进程加快。广告作为一种传播消费信息的特殊形式的性质已经发生很大转变,从最初的简单的告知宣传功能,转变为影响受众和消费群体的手段,对消费者的购买行为产生很大的影响。现在大多数消费者已经不是自主的选择消费,而是被动的从事的消费行为。广告把宣传的侧重从实物商品的功能转移到了品牌符号上,借助品牌的价值提升消费者的精神满足欲,而大大弱化了物质欲。在当今社会的消费行为中,广告这类传播媒介的深层次关系值得思考和研究。
With the progress of society, the market economy is developing rapidly and the process of world economic integration is accelerating. The nature of advertising as a special form of disseminating consumer information has changed dramatically. From the initial simple publicity function to an influencing audience and consumer group, advertising has a significant impact on consumers’ buying behavior. Most consumers are now not the independent choice of consumption, but passive engaged in consumer behavior. Advertising shifted the focus of publicity from the function of physical goods to that of brand names, and promoted the desire of spiritual satisfaction of consumers through the value of the brand, which greatly weakened the material desire. In today’s social consumer behavior, advertising, such as the depth of the media relations worth pondering and research.