| 论出版物中软文广告的传播效果——国外实证研究成果给我们的启示; On the Communication Effects of Advertorials in Publications | |
| 袁胜 ; 许清茂 | |
| 2013-07-15 | |
| 关键词 | 软文广告 实证研究 传播效果 Advertorial Empirical research Communication effects |
| 英文摘要 | 软文广告由于其隐蔽性受到褒贬不一的评价。目前,我国的软文广告研究一般都是在理论层面对其进行讨论,很少从读者角度分析其传播效果。本文总结国外软文广告的实证研究成果,希望给我国出版业、广告主和学界一定的启示。; Advertorials have received mixed comments due to their nature of concealment.So far,Chinese scholars mainly discuss this form of advertising at the theoretical level,and very few of them have ever analyzed its communication effects through empirical research.Therefore,this article reviews the empirical studies conducted by foreign scholars on advertorials and attempts to provide Chinese publishers,advertisers and scholars with some advice. |
| 语种 | zh_CN |
| 内容类型 | 期刊论文 |
| 源URL | [http://dspace.xmu.edu.cn/handle/2288/122207]  |
| 专题 | 新闻传播－已发表论文 |
| 推荐引用方式 GB/T 7714 | 袁胜,许清茂. 论出版物中软文广告的传播效果——国外实证研究成果给我们的启示, On the Communication Effects of Advertorials in Publications[J],2013. |
| APA | 袁胜,&许清茂.(2013).论出版物中软文广告的传播效果——国外实证研究成果给我们的启示.. |
| MLA | 袁胜,et al."论出版物中软文广告的传播效果——国外实证研究成果给我们的启示".(2013). |
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