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意见广告是近年来出现的一类广告,这类广告没有明显的产品营销和企业形象塑造的诉求,反而聚焦社会热点话题、社会文化问题,并在广告中明确表达了企业的态度和价值观。意见广告既有公益广告的公益性,又有企业形象广告和公关的商业性,随着市场竞争的加剧、传播环境的变化以及公益广告的发展,意见广告将在业界广泛运用。目前国内尚无学者研究过意见广告,笔者通过梳理相关文献明确了意见广告的概念,探究了国内意见广告的出现原因、发展历程,以期为意见广告更好的发展提供一些资料。
Opinion advertising is a type of advertisement that has appeared in recent years. There is no obvious demand for product marketing and corporate image shaping in such advertisements. Rather, it focuses on social hot topics and social and cultural issues, and clearly expresses the attitude and values of the enterprises in advertisements. Opinion ads both public service ads, as well as corporate image ads and public relations commercial, as the market competition intensifies, the communication environment changes and the development of public service ads, ads will be widely used in the industry. At present, there are no scholars in China who have studied advertisements of opinions. The author clarifies the concept of opinion ads by combing related documents and explores the reasons and development course of domestic opinion advertisements so as to provide some materials for the better development of opinion advertisements.