CAJ | 학술논문

在注意力经济时代，事件营销可以迅速吸引媒体与社会公众的注意力，以一种轻松、自然的方式提升品牌知名度。吴学源和《艺术评论》的名誉侵权事件，为“营销大师”宣科借势与造势，两年时间共计催生了21篇云南省内报纸报道，形成社会热点讨论话题，极大地扩展了宣科本人与《纳西古乐》的知名度。本文对2004年～2005年的报纸内容进行分析，逐步还原了这次事件营销案例，重现其话题构造、议程设置及传播扩散历程，并揭示了事件营销所具有的新闻、广告与公共关系效应。
재주의력경제시대，사건영소가이신속흡인매체여사회공음적주의력，이일충경송、자연적방식제승품패지명도。오학원화《예술평론》적명예침권사건，위“영소대사”선과차세여조세，량년시간공계최생료21편운남성내보지보도，형성사회열점토론화제，겁대지확전료선과본인여《납서고악》적지명도。본문대2004년～2005년적보지내용진행분석，축보환원료저차사건영소안례，중현기화제구조、의정설치급전파확산역정，병게시료사건영소소구유적신문、엄고여공공관계효응。
In times when investment is based on attention, event marketing can quickly attract the attention of the media and the public and promote brand awareness in a natural way. The reputation infringement event of Wu Xueyuan and Art Review built up the momentum for Xuan Ke, who is known as a marketing master, and has given rise to 21 newspaper reports in Yunnan province in two years, which greatly expanded the awareness of Xuan Ke and his book named The Ancient NaXi Music. Content anal ysis of the newspapers from 2004 to 2005 restores the event marketing case gradually, reproduces the process of the topic construction, agenda setting and spreading, and reveals that event marketing has the effect of news, advertising and public relations.