中国人民大学舆论研究所于1996年底在北京地区进行一项“北京居民读报情况和读报意愿”的大型抽样调查,把北京人对报纸广告的接触、感受与评价作为本次调查的基本任务之一。调查结果显示: 一、与全国居民的一般情况相比,北京人对报纸广告的心态显得更为积极平和:在读报过程中,有3/4以上的人程度不同地阅读报纸上刊载的各类广告。其中,选“看一部分”的选择型接触是目前人们对报纸广 At the end of 1996, the Institute of Public Opinions of Renmin University of China conducted a large-scale sample survey of the readiness of Beijing residents and the wishes of reading newspapers in Beijing. Taking the contact, feeling and evaluation of Beijingers on newspapers and advertisements as the basic task of this investigation one. The survey results show that: 1. Compared with the general situation of the residents in the country, Beijingers are more positive about the attitude of newspaper advertisements: in the course of reading newspapers, more than three-fourths of readers read newspapers’ Class advertising. Among them, the election “to see part of” the choice of contact is the current people wide newspapers