“阅听人”与出售的广告

Audiviewer"and sold advertisement

本文从商品经济学的观点来分析广告的效果,提出“阅听人”这一重要概念,并指出“阅听人”与广告、广告主、媒体之间实际上存在的是一种买卖关系,而这种关系告诉我们广告创意人员只有以一种出售的态度来完成广告的创意和表现,才能达到广告的最终目的。

This essay analyses the effect of advertisement from the viewpoint of commodity economics.It advocates an important con-cept 'audiviewer',and at the same time it points out that there exists,in fact,an buying-and-selling nclaionship among aduertise-ment,advertiser and media.Such relationship impels us advertisement creator to create an advertisement with a selling attitude.Only by doing this,can we attain the ultimate goal of making an advertisement.