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大众媒介广告的形态演进呈现明显的价值增值。这种价值增值既表现为新广告形态较之旧广告形态客体价值属性的突破,也表现为新的广告形态能更好地满足现代社会化大生产与消费背景下广告主和消费者的需要。作为整体,大众媒介广告诸形态的价值属性相对古代广告形态具有变革性意义的突破与现代社会化大生产与消费的经济形态高度匹配,与此同时,大众媒介广告亦有其价值属性局限,主要体现为信息不对称的传播结构与实际使用的限制。
The evolution of mass media advertising shows obvious value-added. This kind of value appreciation is not only a breakthrough of the value proposition of the new advertisement form over the old advertisement form but also the new advertisement form can better meet the needs of advertisers and consumers under the background of modern socialized large-scale production and consumption. As a whole, the breakthrough of the value attribute of the mass media advertisement relative to the transformative significance of the ancient advertisement format closely matches the economic formation of the modern socialized mass production and consumption. At the same time, the mass media advertisement also has its value attribute limitation, Reflected in the asymmetric information dissemination structure and the actual use of the restrictions.