摘要
大量对广告的分析,集中在广告传播的内容层面,而较少注意到广告的信号作用。本文将广告视为一种信号,并运用信号博弈理论,分析了广告要成为一种有效的甄别信号需要满足的条件,并以此为基础,解释了脑白金等商品的广告内容令人反感、乏人相信,但销量却节节攀升的悖论。
The great majority of analyses of advertisements concentrated on their contents,and very few on their signal function.This paper regards the advertisement as a kind of signal,and analyzes,based on the game theory of signal,the condi-tion for the advertisement’s becoming an effective signal.Then it explains the paradox of ＂Naobaijin＂（a melatonin product） in the market.
出处
《广东外语外贸大学学报》
2011年第3期65-67,共3页
Journal of Guangdong University of Foreign Studies
关键词
信号博弈
广告
脑白金
悖论
signal game
advertisement
paradox of ＂Naobaijin＂
