在现代大众传播时代,媒介事件越来越成为生活的一部分。在过去的一年里.有海湾爆发的伊拉克战争,有大范围爆发的 Sars 的考验,也有神州5号升空的喜悦……这些都是媒介事件的代表,每一次媒介的报道都引起了世人的瞩目,同时也掀起了公关广告的高潮。所谓公关广告就是企业通过参与一些与企业无直接利害关系的活动而把企业品牌、企业形象间接推出去的广告行为。其中一个重要的途径是通过参与一些社会注目的焦点事件而进行,以博得人们的信赖感、认同感,从而激发公众情感共鸣,为企业长远发展铺下通坦之路。这种利用媒介事件做公关广告,在 In the era of modern mass media, media events are increasingly becoming part of life. In the past year, there was a Gulf-brokered Iraq war with the test of Sars on a large scale and the joy of going up at Shenzhou 5. These are the representatives of media events, and every media coverage has caused the world The attention, but also set off the climax of PR advertising. The so-called public relations advertising is the company through participation in a number of activities with no direct stake in the business and corporate brand, corporate image indirectly to launch advertising. One of the important ways is to participate in some of the focus of social attention events to win people’s trust, identity, thereby stimulating the public sympathy, paving the way for the long-term development of enterprises. This use of media events to do public relations advertising, at