广告策划中的说服性传播与睡眠效应分析——以“中粮全产业链”广告为例

Analyzing on Persuasive Communication and Sleep Effects in the Advertising planning --Take ＂the whole COFCO industry chain＂ advertisement for an example

2010年，作为上海世博会高级赞助商的中粮集团前所未有的推出了覆盖企业形象和单个产品的“中粮全产业链”系列广告，取得了很好的传播效果。本文试图基于传播学原理，从该广告策划立意、内容诉求等方面分析该广告的传播技巧。

2010 COFCO as senior sponsor of Expo 2010 Shanghai launched an unprecedented coverage of corporate image and a single product in ＂ the whole COFCO industry chain ＂advertisement, and achieved a good spread of results. This article based on the principle of communication, from the conception of the advertising planning, content and other aspects of the demands of the advertisement analyze the advertisement＇ s communication skills.