广告传播的舆论学观照

Public Opinion Research For The Advertising Communication

广告传播与舆论学有着千丝万缕的联系 ,广告传播中的一些方式、方法和渠道 ,直接或间接运用了舆论学研究的成果。因此 ,我们可以运用舆论学的某些功能和特性 ,来对广告传播进行观照 ,改进其传播效果。舆论学具有公开性、评价性、群体性和现实性的特点 ,这些特点的研究 ,对广告传播的运作具有指导作用。同时 ,分析舆论的类别 ,也有利于我们更加清晰地区别广告传播的渠道 。

The theory of consensus is applied to enhance the effect of advertising communication for the latter is a field of the former.The definition of consensus also affords reference for exploring a new method of communication just as 'social marketing'.The levels of consensus national consensus, team consensus and public consensus provide the academic basis for advertising communication to understand and control their acceptors effectively.