大众传播是现代品牌生成的基础,为品牌提供了新的认知方式,深刻地影响着消费者品牌印象的建立。而传播诉求是激活品牌需求的动因,传播方式决定了与消费者接触的频率,传播强度则影响着消费者建立品牌印象深度。 Mass communication is the basis for the generation of modern brand, providing a new cognitive mode for the brand and profoundly affecting the establishment of the brand impression of the consumer. The demand for communication is the motivation for activating brand demand. The mode of transmission determines the frequency of contact with consumers, and the intensity of transmission affects consumers’ brand impressions.