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烟草广告:变—变—变首先,由大众传播向人际传播转变。《广告法》明确规定,不得在公共场所设置烟草广告。尽管对“公共场所”这一概念的界定目前还没有较权威的说法。不过根据发展趋势,一旦对公共场所有了明确的界定,烟草广告的媒体空间将会进一步缩小,将出现“处处无家”和“年年难过”的境况。在这一大的政策背景下,烟草广告已不可能在大众媒介上名正言顺、堂而皇之地抛头露面了。大众传播这一有力的传播方式对烟草广告来说,将会变得愈加陌生。这对烟草经营来说,可谓是一笔巨大的损失,毕竟我们所获信息的80%以上是从大众传播得来的。
Tobacco advertising: change - change - change First of all, from mass communication to interpersonal transmission change. The Advertising Law clearly stipulates that tobacco advertising may not be set in public places. Although the definition of the concept of “public place” is not yet authoritative. However, according to the development trend, once there is a clear definition of public places, the media space for tobacco advertising will be further narrowed, and there will be “homelessness” and “sad year after year” situations. In this big policy context, it is impossible for tobacco advertisements to be justified in the mass media with open-mindedness. The powerful mode of mass media transmission will become more unfamiliar to tobacco advertising. This is a huge loss to tobacco business. After all, over 80% of the information we receive is obtained from the mass media.