当前,受众进入泛媒介时代,在狂轰滥炸、铺天盖地的品牌传播攻势下逐步“被成熟”起来,对行业的诸多传播方式司空见惯,并不感冒,渐渐变得“油盐不进”。行业雷同的广告话术,引起受众的极度反感,在传播效果上适得其反。类似“一流”“极致”“领导者”“正宗”等词语层出不穷,乱花渐欲迷人眼。受众就在这种高压的传播攻势下,开始自主选择需要的相关信息,首先摒弃的就是雷同的、毫无创意的传播者。传播学的集大成者施拉姆将这种现 At present, audiences enter the era of pan-media and are gradually becoming “mature” under the indiscriminate and overwhelming brand propaganda. Many modes of communication in the industry are commonplace, not cold, and gradually become “oil and salt do not enter ”. The same industry advertising dialect, causing extreme dislike the audience, in the dissemination of results on the contrary. Similar “First class ” “Ultimate ” “Leader ” “Authentic ” and other words after another, indiscriminately flowers for the charming eyes. Under such a high-pressure propaganda campaign, the audience began to independently choose the relevant information they needed. The first thing that was abandoned was the same creative communicator. The master of communication science, Schramm will be such a present