论文部分内容阅读
广告既是一个传播过程,又是一个与大众传媒密切相关的产业;既是一则则具体的广告作品,又是一系列整体的营销运动。美国营销协会将广告定义为“由可确认的广告主,对其观念、
Advertising is not only a communication process, but also an industry closely related to the mass media. It is not only a specific advertising work, but also a series of overall marketing campaigns. The American Marketing Association defines advertising as ”recognizable by advertisers,