【摘 要】
：
广告经常夸大其词,甚至是谎言连篇。广告,书上有各种定义。有的说广告是一种信息传递过程,有的说是一种让消费者改变态度的过程,有的说是发现产品与生俱来的戏剧性的过程,有
【机 构】
：
法国国家研究中心,上海社会科学院 学者,学者
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广告经常夸大其词,甚至是谎言连篇。广告,书上有各种定义。有的说广告是一种信息传递过程,有的说是一种让消费者改变态度的过程,有的说是发现产品与生俱来的戏剧性的过程,有人说是寻找独特的销售主张的过程,有人说是一种品牌树立的过程,最新最时髦的说法是,广
Advertising often exaggerates words, even lies. Advertising, there are various definitions on the book. Some say that advertising is a process of information transfer. Some say that it is a process that allows consumers to change their attitudes. Some say that they discover the dramatic process that a product is born with. Some people say that they are looking for unique sales ideas. Some people say that it is a process of brand building. The latest and most fashionable statement is that
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