浅谈好广告的特征与促进手段

On the Characteristics and Promotion Means of Good Advertising

好广告可以使利益相关者受益,把握好广告的特征是促进好广告不断涌现的前提。好广告具有真实、有用、有趣、有益的四大特征。虚假广告短期内可能带来好处、广告受众与无关人群不易区分、有趣的广告制作难度大、局部利益和整体利益可能不一致等使好广告越来越多并不容易。通过综合运用技术、管理、法律、道德等多种手段可以促使好广告越来越多。

Good advertising can benefit stakeholders,and grasping the characteristics of good advertising is the premise to promote the emergence of good advertising.Good advertising has four characteristics:real,useful,interesting and beneficial.It is not easy to make more and more good advertising,for example,false advertising may bring benefits in the short term,it is difficult to distinguish the advertising audience from irrelevant people,it is difficult to make interesting advertising,and the local and overall interests may be inconsistent.Through the comprehensive use of technology,management,law,morality and other means,we can promote more and more good advertising.