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