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近年来,随着我国商品经济的迅速发展,新闻单位的广告工作出现前所未有的好势头。去年,全国广告业收入达11亿元,上海电视台广告收入2200万元,上海广播电台广告收入420万元。在这股发展势头中,也出现一些新闻单位为了增加收入,让广告左右新闻,利用新闻作广告等值得注意的现象。不少人对此提出了疑问:广告为什么要在新闻媒介上出现?新闻和广告究竟是什么关系?笔者试就上述问题作一些探讨。广告和新闻的共同点从人类信息传播历史来看,广告和新闻都经历了从手势、简单符号到口头相传,又从传单、招贴进化为以大众传播媒介为主要工具的历史进程。广告和新闻都是大众信息传播。从传播学理论
In recent years, with the rapid development of the commodity economy in our country, the advertisement work of news organizations has enjoyed an unprecedented good momentum. Last year, the national advertising industry revenue reached 1.1 billion yuan, Shanghai Television advertising revenue 22 million yuan, Shanghai radio advertising revenue 4.2 million yuan. In this trend of development, there are some noteworthy phenomena that news organizations should pay attention to in order to increase their incomes, make news about advertisements, and make use of news for advertisements. Many people questioned this: why ads appear in the news media? What is the relationship between news and advertising? The author tries to make some discussions on the above issues. The Common Ground of Advertising and News From the history of human information dissemination, both advertising and news have undergone a historical process from the use of hand gestures and simple symbols to word of mouth and from leaflets and placards into the mass media. Advertising and news are public information. From communication theory