儿童广告的两级传播模式探析 |
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引用本文: | 于凤静.儿童广告的两级传播模式探析[J].大连民族学院学报,2013,15(2):215-219. |
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作者姓名: | 于凤静 |
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作者单位: | 大连民族学院文法学院 |
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摘 要: | 在广告传播活动中儿童广告占有相当大的比重,因此也更为商家和学界重视。儿童广告的传播模式已构成了以儿童为中心的两级传播模式:广告主通过儿童广告把信息传达给儿童,再由儿童影响和说服成年人做出购买的决策。儿童在这一传播模式中,实际上就成为了广告主和成年人的“意见领袖”。探析儿童广告的两级传播模式及其内在传播原理对广告理论研究及实践具有较强的现实意义。
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关 键 词: | 儿童广告 两级传播模式 意见领袖 |
Two- step Transmission Model in Children- targeted Advertising |
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Institution: | YU Feng - jing (College of Chinese and Law, Dalian Nationalities University, Dalian Liaoning 116605, China) |
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Abstract: | Children -targeted advertising in advertisement communication activities occupies a large proportion, so more and more businesses and academic circles attach much weight to it. Children - targeted advertising model has become two - step transmission model which centers on children: the advertiser sends an advertising message through children -targeted advertisement to children who can influence and persuade adults to make a purchase decision. Children in such a transmission model actually play the role of opinion leaders among the advertisers and a- dults. Studies on two - step transmission model in children - targeted advertising and its internal communication principle have great practical value for the research and practice of advertisement theory. |
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Keywords: | children- targeted advertising two- step transmission model opinion leader |
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