传播学集大成者威尔伯·施拉姆曾特别强调:“无论在何种传播研究的场合,关于传播效果的问题都是学者的主要研究动机。”同样,广告传播的效果也备受广告主们的关注,因为他们总是在苦苦寻找“浪费的那一半”。所以,广告传播活动是否达到了预期的目的?怎样的广告传播才能达到预期目的?在何种程度上实现了目标?……这些都是传播学者、广告传播者和广告主们十分关注的问题。带着这样的疑问,华中科技大学传播系、品牌传播研究所的课题组成员于2004年2月、3月对目 Wilbur Schramm, a great scholar of communication studies, particularly emphasized: “No matter what kind of communication studies are conducted, the issue of communication effects is the main research motivation of scholars.” Similarly, the effectiveness of advertising communication is also greatly affected. Advertisers are concerned because they are always searching for “wasteful half”. Therefore, whether the advertising communication activities have achieved the intended purpose, what kind of advertising communication can achieve the intended purpose, and to what extent the goal has been achieved?... These are the issues that communication scholars, advertising communicators and advertisers are very concerned about. With such doubts, members of the research group of the Communication Department and Brand Communication Research Institute of Huazhong University of Science and Technology in February and March 2004