第1个回答 2024-06-23
Advertising serves a significant purpose, transmitting information, brands, and images in a visually appealing manner to captivate consumers.
The design of advertisements represents an aesthetic reconstruction of material culture and lifestyle. It employs various techniques such as exaggeration, association, symbolism, metaphor, humor, and satire to enhance the visual appeal and meet the aesthetic standards of the audience.
In modern commercial societies, the majority of product and service information is disseminated through advertising. Print advertisements convey messages accurately through text, color, and graphics, while two-dimensional advertisements use sound and dynamic effects to communicate information. It is through these various means that products and services are accepted and recognized by consumers.
The components of an advertising campaign include the advertiser, advertising agency, advertising medium, advertising message, thought and technique, target audience, advertising expenses, and advertising effectiveness. From the perspective of mass communication theory, the main elements of an advertising information transmission process include the advertising source, message, medium, and destination.
Advertising differs from other forms of mass communication and promotional activities in several ways. It is a means of communication that transfers information about a product from its producer or supplier (the advertiser) to potential users and consumers. Advertising requires payment for its services. The activities conducted by advertising are persuasive in nature. Advertising is purposeful, planned, and ongoing.
Advertising benefits not only the advertiser but also the target audience by providing useful information to users and consumers.
References: Baidu Encyclopedia - Advertising