价值工程
價值工程
개치공정
VALUE ENGINEERING
2013年
18期
164-165
,共2页
泛广告时代%广告钝化%互动%泛媒体
汎廣告時代%廣告鈍化%互動%汎媒體
범엄고시대%엄고둔화%호동%범매체
pan-advertising age%passivation of advertising%interaction%panmedia
泛广告时代作为一个时代特征的界定，学界没有达成共识的阐释，笔者通过文献综述，对于泛广告时代的时代镜像进行解读，发现其具有更消费者中心化、泛媒介、受众理性化、广告无痕化、传播总监盛行、广告快乐、广告冲突的加剧等特性，以及由此衍生出的最核心的特征广告钝化，由此，对泛广告时代的广告钝化现象进行解读，对产生钝化的原因进行解析，并从八个方面对于泛广告时代的广告钝化现象做解读，希望可以提升广告效果，弱化广告钝化对广告业界的不良影响。
汎廣告時代作為一箇時代特徵的界定，學界沒有達成共識的闡釋，筆者通過文獻綜述，對于汎廣告時代的時代鏡像進行解讀，髮現其具有更消費者中心化、汎媒介、受衆理性化、廣告無痕化、傳播總鑑盛行、廣告快樂、廣告遲突的加劇等特性，以及由此衍生齣的最覈心的特徵廣告鈍化，由此，對汎廣告時代的廣告鈍化現象進行解讀，對產生鈍化的原因進行解析，併從八箇方麵對于汎廣告時代的廣告鈍化現象做解讀，希望可以提升廣告效果，弱化廣告鈍化對廣告業界的不良影響。
범엄고시대작위일개시대특정적계정，학계몰유체성공식적천석，필자통과문헌종술，대우범엄고시대적시대경상진행해독，발현기구유경소비자중심화、범매개、수음이성화、엄고무흔화、전파총감성행、엄고쾌악、엄고충돌적가극등특성，이급유차연생출적최핵심적특정엄고둔화，유차，대범엄고시대적엄고둔화현상진행해독，대산생둔화적원인진행해석，병종팔개방면대우범엄고시대적엄고둔화현상주해독，희망가이제승엄고효과，약화엄고둔화대엄고업계적불량영향。
Pan-advertising, which has not received the consensus from the educational circles, is the feature of the present age. Through literature review, the paper describes the mirroring of pan-advertising age. And it finds the characteristics, such as it is consumers-centered and pan-media, the audiences are more rational and traceless, transmission director prevails, the advertising is happy, and the advertising conflict is increased and feature advertising is passivating. The author describes the passivation of advertising, analyzes the causes from eight aspects, hoping to improve the advertising effect and weaken the negative impact of the advertising passivation on the advertising industry.
