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The Research of the Dynamic Process of Advertising Public Opinion

Author: HuangGuoSheng
Tutor: LiuZuo
School: Fujian Normal University
Course: Communication
Keywords: the dynamic process of advertising public opinion Operating mechanism Microblogging
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 53
Quote: 0
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In the context of media convergence, it becomes more and more difficult for traditional advertisement to attract and persuade consumers. So advertisers began to realize they need a new way to communicate with consumers directly and deeply. In Modern advertising, the advertisers communicate some tendentious comments by multiple communication methods and channels, which aims to exert influence on the audience, change their attitude toward favorable direction of advertisers and dominate audience behaviors.This paper attempts to research the dynamic process of advertising public opinion through the basic principles of Communication, Public opinion, Public Relations, Advertising.Unlike the traditional advertising communication, the dynamic process of advertising public opinion is more systemic. The audience is in the center of the advertising campaign. Because the ambiguous content of advertising communication and the diversity of channels and forms, the results of public opinion are more uncontrollable.social background, the media environment and audience jointly promote the phenomenon of the dynamic process of advertising public opinion.This paper consists of three parts:select advertising topic, create advertising public hot spot and the formation process of advertising.Microblogging has changed the pattern of advertising communication. As a new phenomenon of advertising communication and a way of transmission, the dynamic process of advertising public opinion has many problems especially in fraud, sensationalization and Negative public opinion. For the above questions, I made a few basic effective principles. First, advertisers should provide valuable information to the public, which they are urgently needed. Second, maintain true and transparent information. Third, give up absolute control of information, create a tipping point of public opinion and arouse people’s desire to share.

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CLC: > Culture, science,education, sports > Information and knowledge dissemination > Information and communication theory > Communication Theory
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