摘要
公益广告的效果研究一直处于广告研究的滞后阶段。目前的公益广告存在着“隔岸观火”和“隔靴搔痒”两大病症。问题的关键是广告诉求与受众的相关度不高。对症下药,提高公益广告效果的策略有三:真实再现、指向明确和对比联想。
The effect study of public service advertisement, an insufficiently touched area in advertisement studies, has two problems： low degree of correlation with audience and lack of convincing force. Three strategies to raise the advertising effect are provided： vivid presentation, distinct referring, and comparative association.
出处
《西南交通大学学报（社会科学版）》
2006年第2期49-51,共3页
Journal of Southwest Jiaotong University(Social Sciences)
关键词
公益广告
效果
相关度
public service advertisement
effect
degree of correlation
