浅析人际传播与广告的关系

On the Relationship of Interpersonal Communication and Advertising

在媒介高度发达的当今社会,剧烈复制的信息数量已经大大超过了人们可接受的限度,作为大众传播的一种形式,广告的效果变得越来越微弱。人际传播较之大众传播具有感官参与度高、信息反馈量大、传播符号众多等特点。在广告传播过程中,结合人际传播的这些特点,利用意见领袖和参照群体的影响,可以有效提高广告传播的效果。

In highly developed media which the people may accept, the effect of society now, fiercely duplicated information has already surpassed the limit advertising becomes more and more weak as one kind of the mass communication. Interpersonal communication has more sensable participating compared with the mass communication, of information feedback, more communication symbol . In the advertisement spreading process, union int larger quantity erpersonal dissemination these characteristics, the use of opinion leader and the reference community＇ s influence, may enhance the effect of advertisement dissemination effectively.