试论文化作为广告传播的软媒介

Discussion on soft media of culture working as widespread of advertisement

在产品同质化和媒介数量剧增、信息爆炸的社会条件下,作为大众传播形式之一的广告传播仍然采用传统的硬媒介,难以取得理想的传播效果。因此,充分研究广告受众,寻找适宜的创意和表现形式成了当务之急,文化是传受双方共享的信息资源。

Under the situation of product similarity, increase in the number of media and information explosion, widespread of advertisement as one of massive media still uses traditional hard media, which hardly achieves ideal result. It is urgent issue to sufficiently study advertisement acceptors and to search suitable creation and expressing form because culture is information resource shared by disseminators and acceptors.