广告舆论概念探析

广告舆论是以广告传播为本体，以舆论形态为表象，追求特定广告传播效果、营造特殊广告传播氛围的新型舆论形式。广告舆论包括广告传播主体的导向性意见；广告传播客体的认知性意见；广告传播相关体的评论性意见。广告舆论概念兼具舆论传播和广告传播的基本特征。

The advertising public opinion regards propagating in advertisement as the noumenonn, regard shapeof the public opinion as representation, pursue the particular advertisement and propagate the result, build the new public opinion form of propagating the atmosphere of the special advertisement. The advertising public opinion includes the direction opinion that the advertisement propagates the subject; The advertisement propagates the cognition opinion of the object; The advertisement propagates the comment opinion of relevant body. The concept of the advertising public opinion has essential feature that public opinion propagates and the advertisement spread concurrently.