摘要
以商业广告为切入点,讨论科技类信息与商业之间的关系,观测科技类信息对于商业具有的推动作用。采用控制实验的方法,选取日化用品商业广告作为实验研究样本,并选取50名被试,观测其在观看不同科技类信息含量的日化用品商业广告后的态度,以对商业广告中科技类信息的微观商业传播效果进行研究。并对商业广告中科技类信息对于整体商业环境以及整体商业环境中科技知识的流通,科技创新氛围的营造等方面进行讨论。
This research uses the method of control test and chooses the daily chemicals adverting as test samples. By testing 50 subjects, this research measures those subject＇ attitudes toward daily chemicals advertisements with different content of scientific information. And then with those results, this research analyzes the commercial effects on scientific information in advertising and the effects on the whole commercial environment, scientific information communicating and the construction of scientific innovation atmosphere.
作者
杨正
周荣庭
Yang Zheng;Zhou Rongting(Research Center of Medical Humanities,University of Sheffield,Sheffild UK,S3 8RA;Department of Communication and Policy of Science and Technology,University of Science and Technology of China,Hefei 230026,China)
出处
《科技管理研究》
CSSCI
北大核心
2018年第17期258-265,共8页
Science and Technology Management Research
关键词
商业广告
科技类信息
传播效果
购买倾向
commercial advertising
scientific information
communication effect
purchase predisposition
