| 联合型广告的特点及其对受众的影响 |
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| 引用本文： | 方慧,薛可.联合型广告的特点及其对受众的影响[J].南通师范学院学报,2008(3):131-134. |
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| 作者姓名： | 方慧 薛可 |
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| 作者单位： | 上海交通大学媒体与设计学院,上海20024｜D |
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| 摘 要： | 联合型广告是一种具有时代特征的新型广告形式．它对于受众来说．其所接受的信息不再是单一产品或服务的介绍，而是综合的理念诠释，不仅仅是直接的“劝服”，更是隐蔽的“引导”。联合型广告的参与者不再是独角戏，同伴的共同演绎使得各参与品牌原本传递的单个产品或服务的信息显得更为丰富和立体，每一个参与品牌在广告自己的时候，也在力证着合作者的宣传推广，同时也受到合作者的信誉担保。对于受众来说，他们会在“力证”和“担保”中产生信任感，从原来信任品牌的好感延展到合作品牌上。
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| 关 键 词： | 联合型广告 品牌合作 受众 麦当劳 动感地带 |
The Features of Cooperative Advertising and Its Influences on Audiences |
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| FANG Hui,XUE Ke.The Features of Cooperative Advertising and Its Influences on Audiences[J].Journal of Nantong Teachers College(Social Science Edition),2008(3):131-134. |
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| Authors: | FANG Hui XUE Ke |
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| Institution: | (School of Media and Design, Shanghai Jiao Tong University, Shanghai 200240, China) |
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| Abstract: | Cooperative advertising is a new form of time features. To the audiences, cooperative advertising is more than an introduction of a certain brand or product, and it is a comprehensive presentation of concepts with invisible guidance beyond direct persuasion. Because of the confirmations, reputations and efforts of the partners in cooperative advertising, the presentation on their products are more informative and vivid. Such confirmations and reputations can produce sense of trust in audiences, and extends the audiences trust to the products in cooperative advertising. |
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| Keywords: | cooperative advertising brand cooperation audiences MacDonald M-zone |
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