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重点论文网    经济论文    广告学论文    论中国悬赏广告的现状与发展
创建时间:05-05

论中国悬赏广告的现状与发展


摘 要:广告是人类交流信息的必然产物,广告的发展也伴随着社会的进步而更加多样化。悬赏广告的出现,丰富了社会广告的内涵,它作为社会广告的一种基本形态,在现代社会迅速成长着,并普遍引起人们的重视。悬赏广告的内容似乎与我国传统道德观念提倡的拾金不昧的精神有着矛盾的地方。但是,悬赏广告“赏”的特性,又一定程度上表现了社会的经济文化生活;我国的悬赏广告在法律方面的规范也尚不完善,而由此产生的纠纷却也严重影响到社会广告的进行;并且我国大多悬赏广告都表现为形式格式化和内容程序化,这些因素在不同程度上制约着悬赏广告的发展;且呆板格式化的悬赏广告能否有效的传达广告信息也受到了人们质疑,悬赏广告的发展道路究竟在哪里?一股另类启事悄然在大学校园中兴起,这无疑将为我国悬赏广告的发展带来一个新的发展机遇,悬赏广告也应充分发挥自身的优势,让它被广告人更加重视,从而成为人们生活中不可或缺的元素。 
关键词:悬赏广告,使用满足理论 


A Brief Analysis on the Present Situation and Development of Advertisement to Offer a Reward in China
 
ABSTRACTS:Advertising is the inevitable outcome of the mankind communication, the developments of advertising accompany by the progress of society, and the advertising becomes more diversified. The emergence of advertisement offering a reward, enrich the content of society advertisement, it is kind of basic appearance to social advertising, growing up quickly in the modern society, and widespread attract people’s attention. The traditional moral codes of returning lost money is contradiction with reward-offering advertisements. But the characteristic of reward advertisement that advertised“give”, express up social of economic culture life to some degree; In our country, the law’s norm about advertisement offering a reward is still not complete; the consequential dispute also influences the development of social advertising seriously. And mostly of the advertising offering a reward in our country is shown as form as formatting and content procedure which are restricting the development of the advertisement offering a reward in varying degrees; At the same time ,whether the stiff offer-reward advertising could communicate information effectively has been challenged by people. Where is the outlet of the advertisement offering a reward o? A kind of out of the ordinary notice rise in the campus quietly, which brings a new opportunity for the development of offering reward advertisement undoubtedly in our country, the advertisement should give full play to its own advantage too, attract more attention  by the advertiser, then become to the indispensable element in people's life.
KEYWORDS: advertisement offering a reward, the Uses and Gratifications Approach

研究目标、内容:总结出中国悬赏广告的表现模式及其传播效力,据此对悬赏广告作品中的内容进行分析,并与现在出现的少量另类启事进行比较,挖掘出在以后的广告生涯中,中国悬赏广告应该怎样改进、怎样发展。
关键问题:各种表现模式总结,悬赏广告的传播效力分析,中国悬赏广告应该走什么样的发展路线。

目  录
中文摘要    1
1  前言    1
2  悬赏广告概述    2
2.1 悬赏广告的历史    2
   2.2 悬赏广告的定义    3
   2.3 悬赏广告的性质    4
2.4 悬赏广告的必要条件    4
3  悬赏广告的表现形式    4
   3.1 按性质分类    4
   3.2 按目的分类    5
       3.2.1 商业性悬赏广告    5
       3.2.2 非商业性悬赏广告    5
3.2.3 综合业性悬赏广告    7
   3.3 按发布人分类    8
4  悬赏广告的特点    8
5  中国悬赏广告的现状    8
   5.1 中国悬赏广告的现状分析    8
   5.2 中国悬赏广告现状总结(表现模式)    10
5.2.1 寻人型    10
5.2.2 缉拿逃犯悬赏广告    10
5.2.3 悬赏打假    10
5.2.4 重金征集    11
5.2.5 招聘广告    11
6  中国悬赏广告的传播效力分析    12
6.1 从法律角度看悬赏广告    12
6.2 从传播学角度看悬赏广告    12
7  中国悬赏广告的发展探思    14
7.1 创新也有局限    14
   7.2 标新立异,有效传播    14
   7.3 好创意更有深意    15
7.4 视觉上给予刺激    15
8  结论    16
附录    16
参考文献    19
英文摘要    20
致谢    21    
 

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