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随着市场经济的发展,企业必须要靠广告大战来维持自己在市场上的地位,不计其数的广告每天在对人们的视听进行着轰炸。在这种情况下,注意力成了稀缺资源。人们由对广告的厌烦、不信任到对广告的视而不见、听而不闻。很多广告就成了无效的信息传播。但是人们对同样是传播信息的新闻却给予了很高的关注度,在这种情况下,广告主和广告从业人员便想尽办法使广告和新闻有一些关联,利用大家对新闻的关注度来传播广告信息,因此便出现了广告新闻化得现象,有借鉴新闻形式的广告文案,有有偿新闻,还有的和一些有新闻价值的活动相连结。这些形式如果用的合理有的有一定的传播优势,有的则完全扰乱了市场秩序。本文旨在对这些形式进行讨论,并分析广告新闻化产生的原因及对策。
With the development of market economy, enterprises must rely on the advertising war to maintain their position in the market, countless ads every day on the people’s audio-visual bombing. In this case, attention becomes a scarce resource. People are tired of advertising, do not trust to turn a blind eye to the ads, listen to them. A lot of advertising has become invalid information dissemination. But people are paying a lot of attention to news that is also spreading information, in which case advertisers and advertisers find ways to link their ads to the news, using the public’s attention to the news The spread of advertising information, so there has been the phenomenon of advertising news, there are news forms of advertising copy, there is paid news, and some activities with news links. Some of these forms, if used rationally, have certain advantages of communication, while others completely disrupt the market order. The purpose of this paper is to discuss these forms and to analyze the causes and countermeasures of advertisement news.