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广告传播和舆论学有着千丝万缕的联系,二者都是将媒体作为传播载体的文化内容。广告传播中的一些方式、方法和思想,直接或间接运用了舆论学的一些理论成果。舆论学的一些功能和特性,对广告传播业有着很重要的作用,可以改进其传播效果。舆论学具有公开性、评论性、群体性和现实性的特点,对广告传播的进行有着指导作用。同时,舆论学导向和违法广告也有着密切的关系。“舆论领袖”理论在广告传播中的广泛应用也给带来了社会效益。
Advertising communication and public opinion studies are inextricably linked, both of which use the media as a carrier of cultural content. Some of the ways, methods and ideas in the dissemination of advertisements have directly or indirectly applied some theoretical achievements of public opinion. Some of the functions and features of public opinion study play an important role in the advertising and broadcasting industry and can improve its dissemination effect. Public opinion has the characteristics of openness, commentary, group and reality, and it plays a guiding role in the conduct of advertising. At the same time, public opinion-oriented and illegal advertising also has a close relationship. The widespread application of the “media leader” theory in advertising has also brought about social benefits.