儿童广告的两级传播模式探析

Two-step Transmission Model in Children-targeted Advertising

在广告传播活动中儿童广告占有相当大的比重,因此也更为商家和学界重视。儿童广告的传播已构成了以儿童为中心的两级传播模式:广告主通过儿童广告把信息传达给儿童,再由儿童影响和说服成年人作出购买的决策。儿童在这一传播模式中,实际上就成为了广告主和成年人的"意见领袖"。儿童广告的两级传播模式及其内在传播原理对广告理论研究及实践具有较强的现实意义。

Children -targeted advertising in advertisement communication activities occupies a large proportion, so more and more businesses and academic circles attach much weight to it. Children - targeted advertising model has become two - step transmission model which centers on children： the advertiser sends an advertising message through children -targeted advertisement to children who can influence and persuade adults to make a purchase decision. Children in such a transmission model actually play the role of opinion leaders among the advertisers and a- dults. Studies on two - step transmission model in children - targeted advertising and its internal communication principle have great practical value for the research and practice of advertisement theory.