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社会发展过程中,传媒功能正进行着从人际传播发展到大众传播的转变后第二次重大变革,就是大众传播逐渐过渡到分众传播。以分众传播作为理论依据出现的窄告,就是分众传播的典型运用。可以说窄告是广告发展的必然结果,也完全符合经济和社会发展的要求。每一种新兴事物出现,总要有其特定的价值存在,那么作为窄告,它的价值又在哪里呢?本文通过对窄告中受众的分析,以及将窄告与传统广告、一般网络广告进行对比,归纳总结出窄告的实际价值所在。
In the process of social development, the media function is undergoing the second major change after the transition from interpersonal communication to mass media. That is, the mass media gradually transit to the mass media. Narrow publicity as a theoretical basis for the emergence of narrow notice, is the typical use of the audience. Narrow advertisement can be said that the inevitable result of the development of advertising, but also fully in line with the requirements of economic and social development. Every emerging thing always has its own specific value, so what is its value as a narrow notice? Through the analysis of the audience in the narrow notice, and the narrow notice with the traditional advertising, general online advertising Compare and summarize the actual value of narrow notice.