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广告宣传作为一个完整的行为过程,自然少不了传输和接受两个方面。在传输过程中,创作主体起着积极的主导作用,而在接受阶段,则有赖创作受体即读者或观众的积极努力。再高超的广告创作者,他所创造的价值,最终必须由读者或观众来实现。这是因为再好的广告作品,在读者或观众阅读或观看之前,只是一些凝固的文字符号或美丽的画面而已,其社会功能和商业价值是无法实现的。一个成功的广告作品,只有通过读者或观众的阅读或观看领悟之后,作品的意蕴才会被读者或观众所接
Advertising as a complete process of behavior, ultimately, transmission and acceptance of both. In the transmission process, the creative subject plays an active leading role, while in the acceptance stage, it depends on the creative efforts of readers or audience. Re-superb advertising creator, he created the value, and ultimately must be readers or spectators to achieve. This is because no matter how good a commercial product is, before readers or spectators read or watch it, it is only solidified text or beautiful pictures, and its social function and commercial value can not be realized. A successful advertising work, the reader’s or audience will only be through the readers or spectators to read or watch comprehension