对当下手机广告“热”潮的“冷”思考

Clam Thought on the Heating Advertisement of Cellphone

已经被发展为媒体的手机在新的时期又肩负起了广告的重担,但是,手机广告要得到具体和顺畅的实施还必须解决几个矛盾,即信息需求最大化和消费者个人信息保密性的矛盾和手机媒体运营"双向"收费之间的矛盾。在这两大矛盾的分析过程中,只有真正从消费者的角度着手解决问题,才能够使手机广告真正走上一条光明大道。

The cellphone, a kind of media, now burdens the duty of advertisement. The practice of cellphone advertisement involves the solvement of two conflicts, the confcict between the maximization of personal informatian demard and the maintaineance of personal information secrecy the conflict between the maximizortion of personal information demand and ＂double - charge＇way of running the media. Only the solveanent of the two conflicts can the cellphone advertise merit have a bright future.