摘要
广告效果是广告的价值之所在 ,广告的至高目标是追求广告有效度的最大化 ;广告有效的前提是传播有效 ,其标志是受众态度的转变。受众心理是左右受众态度的决定性因素 ,受众心理的人文性和客观隐蔽性 。
The value of advertising lies in its effectiveness,and its supreme goal is to maxinize the effectiveness.The premise of ad's effects is effective communication,symbolized by the changes of the information-receivers'attitude determined by their psychology.The hidden features and cultural characters of the psychology demand the organic integration of scientific methods into culture study in advertising in order to carry out the function of it.
出处
《西南民族学院学报（哲学社会科学版）》
北大核心
2000年第4期104-106,共3页
Journal of Southwest University for Nationalities(Philosophy and Social Sciences)
