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自古以来“美女”不但是社会信息容易聚照的焦点,更是企业信息传播不可或缺的一种既定套路,恰如广告3D理论所说的那样。但是,利用“美女”作为信息传播的载体并不是一劳永逸的,片面追求“美女效应”、不能量身订做“美女招牌”不但会浪费有限的企业资源,还会适得其反,造成既有消费群体的困惑和潜在消费群体散失。本文针对步步高和三全食品在产品和品牌传播中的“美女”现象,剖析其中的利弊危害,旨在对“当局者”的企业主体提供“局外人”的冷静思考。
Since ancient times, “beauty ” is not only the focus of social information easily gathered, but also an indispensable business information dissemination of an established routine, just as advertising 3D theory said. However, the use of “beauty ” as a carrier of information dissemination is not a once and for all, one-sided pursuit of “beauty effect”, can not be tailored “beauty signs ” will not only waste limited business resources, but also the opposite, Resulting in the confusion of existing consumer groups and the dissipation of potential consumer groups. In this paper, the “beauty” phenomenon of BBK and Sanquan food in product and brand communication is analyzed, and the pros and cons of the “beauty” phenomenon are analyzed in order to provide a calm reflection on “outsider ” enterprises.