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广告是一种付费传播,简明扼要的传达目标信息才符合经济原则。但是广告的内容往往是新产品信息,其中包含大量新概念或术语,编码中刻意节省就会造成信息熵值的增高。熵值高的信息,其迷雾指数也高,受众接收、理解的难度也大。熵值低固然容易接受,但没有悬念,易被忽略。传播要引起受众注意才有被接受的可能,而新奇的信息往往能够激活受众的接受动机,因此,熵值高的信息适当加上冗余信息应该是效果最佳的方案。冗余度的控制与媒体有一定的关系。就当前形势看,在印刷媒体和广播媒体上传播的广告冗余度高一些,相对而言,电视媒体播出的广告冗余度略低。从发展看,广告传播中没有冗余信息的参与是不可能的,冗余信息是广告的附加值,高质量的冗余信息对受众来说也许会成为目标信息,对广告主来说也许是找到了更好的途径。
Advertising is a paid communication, concise and concise to convey the target information in line with economic principles. However, the content of advertisements is often new product information, which contains a large number of new concepts or terms. The deliberate saving in coding will result in the increase of information entropy. Entropy high information, the fog index is also high, the audience to receive, the difficulty of understanding is also large. Although low entropy is easy to accept, but no suspense, easily overlooked. Dissemination is only acceptable for audience’s attention. However, novelty information can often activate audience’s acceptance motivation. Therefore, adding information with high entropy and redundant information should be the best solution. Redundancy control and the media have a certain relationship. In view of the current situation, there is a high degree of redundancy in advertising printed on the print media and broadcast media. In contrast, the advertising on the television media is slightly less redundant. From the perspective of development, it is impossible to participate in advertising without any redundant information. Redundant information is the added value of advertising. High quality and redundant information may be the target information for the audience. For advertisers, it may be Find a better way.