国际广告论文最终稿
广告艺术论文范文3篇
⼴告艺术论⽂范⽂3篇平⾯⼴告视错觉艺术论⽂⼀、平⾯⼴告设计理念平⾯⼴告是以⼀种极具感染⼒的传播媒介，其表现⽅式能够触动观者，从⽽产⽣共鸣。
随着国际经济的⽇益融合，信息传播的空间也有着巨⼤的变化，设计与艺术的交流与互动，⼈们对物质和精神的需求越来越⾼，平⾯⼴告设计作为传播媒介之⼀，以⽣动形象的图形语⾔以及注⼊艺术的表达⽅式来碰触⼈们的精神世界，逐渐成为最具感染⼒的传播媒介之⼀。
平⾯⼴告设计都有其⼴告的诉求，⼴告就是⼴⽽告之，其中除了铺天盖地⼴泛性之外，同时我们也要注重“告之”的⽅式。
⽅法很重要，⼀则⼴告要达到设想的⼴告效应就必须注重其表现形式，⼴告诉求更注重婉转，曲折和润物细⽆声。
⼴告的⽬的是向⼈们传达⼀种信息，平⾯⼴告涉及到的问题有很多，应注意其中的三点。
其⼀，⾊彩的应⽤。
整幅⼴告要有⼀个主⾊调，要根据⼴告理念来选择主⾊调的冷暖。
其⼆，画⾯要有主次关系。
最先考虑的就是区分出素材元素中的主次关系以⼴告诉求理念为主体。
其三，设计风格。
在考虑⼴告的商业⽬的的需求的同时确定设计风格。
平⾯⼴告的设计⽬的就是⼴告的设计理念，这⼀理念将决定版⾯中图形与⽂字、⾊彩的选择与取舍，同时也决定了设计中版式布局以及设计风格。
平⾯⼴告给予受众的是视觉感受，所以⼀幅平⾯⼴告必须具有⼀定的视觉冲击⼒，使⽤什么样的形式设计去感染受众是设计师们从未停⽌的思考。
⼆、平⾯⼴告设计中视错觉的特点和作⽤（⼀）视错觉在平⾯⼴告设计中的特点1.视错觉⼀般由视觉因素创造。
平⾯⼴告设计中，传播的信息有公司标志、产品、⼴告语等元素组成，视错觉则是由两个或两个以上的图象经过处理后构成。
2.视错觉元素在⼴告设计中容易与受众互动，并使受众产⽣丰富的联想。
3.视错觉元素在平⾯⼴告设计中具有较强的新奇性。
（⼆）视错觉在平⾯⼴告设计中的作⽤⾸先，最直接的作⽤是使⼴告设计产⽣视觉冲击，使⼴告设计作品视觉与众不同，所以更能引起受众的注意。
在注意的同时更能使受众产⽣⼼理认同。
广告论文
I. INTRODUCTIONAdvertising is part of the increased globalization of mass media — rapidly evolving into a truly global media village. Nowadays, thousands of firms are spending millions of dollars to influence people all around the world. The growth and expansion of firms operating internationally have led to the rise of the growth in international advertising. However, how to define a successful advertisement? It is generally agreed that an advertisement, if aiming to be successful, should be informative, impressive, and persuasive. Then, how to completely achieve these effects? The answer is: to know consumers’ wants. And how to know consumers’ wants? The answer is that the advertisements should aim to the cultures of target consumers.In most circumstances, we are relatively unaware of the tremendous impact our culture has on us. We automatically drive on the right-hand side of the road, try to arrive on time for appointments, and shake hands when we first meet someone. Without thought we react to our environment in a manner that is socially acceptable because that is how we have been socialized. Edward T. Hall points out, “No matter how hard man tries, it is impossible for him to divest himself of his own culture, for it has penetrated to the roots of his nervous system and determines how he perceives the world… people cannot act or interact in any meaningful way expect through the medium of culture”(Hall,1966: 177).When we move into another culture, we carry our culture with us, responding to the foreign environment in ways that would be acceptable in our own culture but that may or may not be acceptable in different surroundings.If one wants to understand and communicate with a culture, investigation of the values of people in that culture provides a promising starting point. Personalvalues are values that individuals believe that they hold as motivating factors in their life. Individuals often conceptualize these values as basic principles in their life and may indeed use the term “value” to describe these basic motivators. Although cultural value orientations are not necessarily salient to an individual as a guiding belief, these orientations do have influences on individual behavior and these influences may be strong and pervasive. A value is a belie f that is held very centrally and shapes a person’s attitudes and behaviors. In fact, a value is a standard to guide actions, attitudes, comparisons, evaluations, and justifications to self and others. Values play a key role when advertising.In this case, cultural values are of primary importance in international advertising, so knowledge and understanding of cultural values are essential to successful advertising. Failure to understand the cultural environment can lead to misunderstandings, miscommunications, and marketing failures. And trying one’s best to understand the cultural values better can lead him to be a successful businessman. Although there have been a great deal of interests in recent years in the relationship of consumer values to consumption, most of situations have dealt with personal values —consumer characteristics.With what stated above, we can easily summarize that cultural value influences advertising, and meanwhile, advertisements reflects the values of people in that culture. Many researchers have said that advertising shapes the way people live. Since we have contiguity with many products that were made in America, and American advertisements are widely known throughout the world, this thesis, therefore, would show how American adv ertisements reflect the American people’s characteristics or values.Chapter two will simply introduce the characters or values of the people in the United States, namely, pioneering spirit, materialism, individualism, askingquestions, informality, less social distinction, honesty, frankness, and directness. And chapter three, with concrete examples of American advertisements from a variety of sources, discusses in details the reflection of the values of American people in the advertisements. Chapter four concludes the paper.II. AMERICAN CHARACTERS AND VALUES—A GENERAL REVIEWHistorically, because American people have come from so many nationalities, people of different races and of different sections in the United States have their own customs and attitudes. For example, the New Englander is described as stern and self-reliant, the Southerner as gracious and leisurely, and the Westerner as casual and friendly, most regional distinctions, however, have been gradually erased by modern transportation, communication, and mass production. The following part will summarize some of the main characters and values of the American people:The pioneering spirit of the immigrant is an important part of the American character. Most immigrants came to America voluntarily, and eagerly, in search of greater fortune and freedom. So the desire to become rich and undisciplined is especially noticeable throughout the nation. They are acquisitive and prepared to take the initiative, even when there is a risk in doing so. Americans like to believe that a difficult problem can be solved immediately; they take pride in meeting challenges and overcoming difficult obstacles. This can-do spirit has traditionally given Americans a sense of optimism about themselves and their country.“Success” in American society is often marked by the amount of money or the quantity of material goods a person is able to accumulate. A person accumulates money and goods by means of such valued qualities as hard work, cleverness, and persistence.As we know, the most notable American characteristic is individualism. Each person, Americans believe, has a worth simply because he is an individual. His ideas are important above all else. Americans generally believe that the ideal person is an autonomous, self-reliant individual. Most Americans see themselves as separate individuals, not as representatives of a family, community, or other group. They dislike being dependent on other people, or having others dependent on them.Americans are trained from chi ldhood to question, analyze, and search. “Go look it up for yourself”, a child will be told.(Xu, 1993: 141) School tasks are designed to stimulate the use of a wide range of materials. Even in the primary grades, children are taught to use libraries, and to search for new ideas. And frequently one can find in America that junior staff members dare to challenge older executives or argue points with them. This is not to be considered an insult or loss of face to the older; nor is it an indication of “no confidence”.American is clearly characterized by much more informality and less social distinction than many other countries. Often people see American men working at office desks in shirt-sleeves, sometimes without their ties. They may lean far back in their chairs and even put their feet on the radiator or desk while they talk on the telephone. This is not meant to be rude in America. And don’t be surprised if Americans do not shake hands. They often just nod or smile instead.A casual “Hi” or “How are you doing?” or “Hello” often takes the place ofa formal handshake, but it means the same thing. Americans do not stick to one pattern.Americans have little feeling for “rank”, especially social rank. Most of them do not enjoy being treated with special difference for age or position; it makes them uncomfortable. Social conventions show that social distinctions are becoming fewer and fewer in America.In the United States truth has a higher priority than politeness. Americans are taught from babyhood that “honesty is the best policy”. With them trust and truth are of paramount importance. If they say of a man “you cannot trust him”, this is one of the most damning statements that can be made about him.The frankness of admitting certain weaknesses is another characteristic of the American people. However, it’s better not to agree with him too quickly. For Americans, they think that it would be quite all right if they admit their weaknesses, but they consider it an insult for them to be pointed out by someone else.Americans may be direct to a point that would seem offensive in many other countries. In the U.S., however, people feel that by asking direct questions and making direct statements, they are demonstrating honesty.III. REFLECTION OF AMERICAN CULTURAL VALUESIN ADVERTISEMENTSIt is critical to be aware of the effects that values have on consumers in order to be successful within a given target market. Understanding values isextremely significant in the field of consumer behavior, and advertising will be based on understanding the values of target consumers. “U.S. advertisers now run up an estimated annual advertising bill of more than $212 billion; worldwide advertising spending exceeds $414 billion.”(Coen, 1999: 126) The following parts will give some typical advertising samples to show how they can reflect the culture value of Americans.3.1 Freedom and Independence3.1.1 MarlboroTwo lonesome, handsome cowboys ride the range at the foot of the snowcapped Rocky Mountains, an iconic picture of the eternally young and eternally immortal Marlboro Man. Through the political, economic, and religious philosophies there has grown the notion that the individual is important, that he should not be restricted, that in other words, he should have freedom. Without this freedom, the new land would not have been so attractive to the large numbers of them who came to live in it. Historically, America has allowed the freedom to differ, something vital in attracting members of different nationality groups. Without this value the country might still be sparsely settled. Freedom and independence as the absence of conditions which could restrict individual activity. They felt,for example, that there should be no excessive bail, fines, or punishments; that homes should not be searched without warrants; and that the government should not restrict freedom of religion, of speech, of the press, or of assembly. “One American is a free individual.”(Mencken, 1999: 2). T hat’s true. Americans follow their own inclinations and do everything at their pleasure. They also consider that lives are their own, no one can engage themselves to do what they do not want to do — Just like the Marlboro Man!The Sierra Club advertisement displays a man who looks very peaceful and invigorated by exploring a national park. This ad is focusing on two values that are important to most Americans: freedom; mastery and control. The advertisement makes the world look like a beautiful place. It sends a message stating that consumers should respect their freedom by enjoying the world around them. They are trying to get consumers to join the Sierra Club by recognizing the importance of freedom. The ad also focuses on mastery and control through the environment. The ad not only incorporates beautiful scenery to stress the importance of freedom,3.1.2 Sierra Clubbut the uses the environment to display the value of mastery and control.3.2 Competition and ActivityAlmost all the advertisements of sports equipments focus on the value— competition. Nike uses the famous slogan — “Just do it”, to encourage people not to hesitate to do, and not to fear of competition.Michael Jordan’s s lam dunk gave us deep impressions. He flew high with his Nike “Jumpman” shoes to a cloud -capped basket ring to show that he was the winner of basketball. This advertisement challenged all the Americans, and this exaggerated action made millions of young men to be stuck on Nike.This Nike advertisement 3.2.2 features a young attractive girl in good physical shape. In today’s society appearance, competition, beauty, and physical 3.2.1 Just Do It3.2.2 Nikewell-being are recognized highly by most consumers. The goal of Nike is to connect their product to the value of activity and youthfulness. Activity is defined to most Americans as keeping busy through physical or mental activity. Meanwhile, the advertisement demonstrates youthfulness. Americans focus on youth; they value being young mentally as well as physically. The ad does this by sending a message to the consumer that it is possible to remain youthful and competitive through physical activity and, of course, Nike products.“One American is a free individual; two are a competition;three are a contest.”(Mencken, 1999: 2) The American life is based on competition, and Americans are inherently competitive from an early age. The competitiveness may initially appear overbearing or rude at times to you, but it is an indisputable part of American culture.3.3 Achievement and SuccessThis is an Avery advertisement. It focuses on the value of achievement and success, which individuals have recognized as highly important both historically and presently. Americans strive for success, and historically, Americans admirea winner. Although this value has different meanings to different individualsit is often used in studying consumer behavior. This advertisement features a middle age businessman. However, to many Americans these characteristics yrepresent a successful individual.3.4 Adventurism3.3.1 Avery3.4.1 Diet CokeThis Coca-Cola —Diet us a man in a sling. It says, “Unlike your co-workers, you like it when your butt’s in a sling.” And beside the Diet Coke feature, it says, “Got a taste for adventure? This is the year to discover what you’re make of. Why not bag a peak, ski Devil’s Dare or bike your brains out. Do it just for the thrill of it all Diet Coke. You are what you drink.” Literally, this catchline tells us that if you are exploring, bring the Diet Coke with you. It can relax your nerves and can instill courage or energy into your lives. Most Americans seem to have some relationship with nature. In their blood, they like adventuring; they love to be a conqueror. They take almost every chance to adventure with sports and adventure with work.3.5 Open-mindedThe 1995 campaign gave Levi’s “501 Blues” reasons that young people should wear the original button-fly jeans.Among the best reasons for owning 501s, there is Reason No. 002, “That’s a dangerous place to put a zipper.” and Reason No. 031, “They’re even better the second day.” And in a T V spot a young man tooling around the Eastern European city of Prague emerged from the car wearing only a nylon jacket and boxer shorts. Why no Levi’s? Reason No. 007, “In Prague, you can trade them for a car.” Interestingly there was no number-one reason; the numbers and reasons were arbitrarily chosen by the advertising agency.Fido Dido ， the brand icon for Pepsi Foods’ 7Up clear lemon drink, is back as the “King of Cool”.One 7Up advertisement starts with a TV screen, which looks likesignal-interfered. After several seconds, a 7Up symbolized red spot comes out, 3.5.27Up 3.5.1 Levi ’streads on the heels of the spot is Fido Dido —the brand icon. After seeing this scene, the signal-interfered screen disappears, instead is rapid flotation of air bubbles — yes, that’s the air bubbles in the 7Up clear lemon drink bottle not a signal-interfered screen!Surprise? Each American’s mind is open and wide, so they can make advertisements different.Traditionally, all the people in American are open-minded. They think differently and have much creativity. This value is also due to their pioneering spirit and informality.3.6 Humor and QuipIn the award-winning “Got Milk?” video advertisement, the agency discovered through inquisitional groups that people never thought of milk until they were about to run out of it, and they only drank it with something else, such as a brownie, cereal, or a cookie. With this premise the agency created one spot in which a young man has just taken a big bite out of a peanut butter sandwich when the phone rings. “For $10,000, can you name the man who shot Alexander Hamilton?” He reaches for the milk to wash down the sandwich, but there are only a few drops left. He knows the answer — Aaron Burr —but all he can say is, “Awan Baa.”The advertiser indicates the theme exaggeratedly through a humorous and quipped way that if people do not drink their milk, lives may get dejected. The advertisement shows us something inessential about milk instead of using taste character as usual.Another example which can show Americans’ humor and quip is “Foster Farm chickens”, which featured two fugitive hens in the video. In one spot they crossedthe California border and were stopped by a highway patrol officer, who shone a flashlight into the car and said, “F oster Farm chickens are never frozen. This looks like freezer burn to me.” “No!” squawked one of the birds, “it’s a curling iron accident.”The humorous dialogue just wants to tell consumers that Foster Farm chickens are never frozen. In the video, two counterfeit hens are debunked by a highway patrol officer also shows that the Foster Farm chickens’ idiosyncrasies are widely known.Americans are known as the optimists by all the people around the world. They are born with a sense of humor. The Americans not only know how to distinguish joke and seriousness, but also advocate carefree environment both in work and in life.IV. CONCLUSIONConsumers' background may influence the process of their cognizing the advertisement. And consumers may have different brandknowledge and familiarity.Advertisements are also cultural products, and culture provides the context in which an ad will be interpreted. Advertisers who overlook the influence of culture are bound to struggle in their attempt to communicate with the target audience.Advertising reflects its "own" culture. Budweiser's advertisement provides good example--"Whassup call waiting." In this ad, a telephone conversation between two TV-watching, beer-drinking friends is interrupted by calls from three other friends. This advertisement does not talk about beer, but only shows people shouting "Whassup!" and laughing. The advertisers only show the brand logo inthe last scene. If international advertising is nothing more than a translation of domestic advertising, this translation would be very ineffective. I believe this advertisement would not be as successful in Asian countries as it is in America, because it only reflects young Americans’ culture, which may not be well-interpreted by Asian customers.In this thesis, I have presented some typical American advertisements to show their successful advertising strategies to the target market. Advertisements are a reflection of society. During the past fifty years advertisements have become an inseparable part of the life of consumers--everyone who has ever spent money in order to survive. The phenomenon of advertising exists in all market systems. The way it is regulated and thus is impacting the receivers varies from system to system, but it undoubtedly influences society to behave in a certain way. In a capitalist society, just like the United States of America, advertising creates the need for products and services that could be —rightfully so —indispensable or, more probably, just to enhance your lifestyle.Advertising has infiltrated every sphere of society: arts, culture, sport, fashion, politics and even religion, the reason being that no discipline can survive in a competitive market without advertising itself or being used by products as a vehicle to promote itself. It stands to reason that advertisements yield great economic and cultural power and significance in dictating norms, values, lifestyles and consumer trends.Advertisements have become a mirror of consumer needs and aspirations, but also a generator of higher ideals and wants. Advertisements are no longer just transmitters of functional product information but of social symbolic information that contributes to the shaping of cultural tendencies within society.“Advertising is not just a business e xpenditure undertaken in the hope ofmoving merchandise off the store shelves, but is rather an integral part of modern culture.”(Leiss & Jhally, 1986:7)Advertisements of different countries reflect different cultural values and characteristics of their people, therefore, it is important to understand that this difference of cultural connotations is crucial to international advertising. If the cultural differences have not been carefully taken into consideration, the advertisement used without any change in an alien land will have no fruitful results and even cause misunderstandings.BIBLIOGRAPHY1.Bezuidenhout I. A Discursive-Semiotic Approach to Translating CulturalAspects in Persuasive Advertisements. /semio.php2.Cirillo, A. The Relationship between Values and Consumer Behavior./John_Drea/values.htm3.Coen, R. J. (1999) Spending Spree. New York: The Advertising Century4.Englis, B. G.. (1994). Global and Multinational Advertising. New Jersey:Lawrence Erlbaum Associates5.Graham, S. (1957). American Culture: An Analysis of Its Development and PresentCharacteristics. New York: Harper & Brothers Publishers6./international/handbook/notable-characteristics.html7.Sivulka, J. (1998). A Cultural History of American Advertising.Ji Lin Province:China North-east Finance and Economics University Press8.许鲁之. (1993). 新编英美概况. 青岛：青岛海洋大学出版社。
英文报刊广告作文
英文报刊广告作文英文：As a frequent reader of newspapers and magazines, I am often exposed to various advertisements. Some of them catch my attention, while others fail to leave any impression on me. In this essay, I would like to discuss what makes a good advertisement and how it can effectively attract potential customers.Firstly, a good advertisement should be eye-catching. It should be able to stand out from other ads and grab the viewer's attention instantly. This can be achieved by using bright colors, bold fonts, and attractive images. For example, I once saw an ad for a new brand of shoes that used a bright pink background and a catchy slogan. This immediately caught my attention and made me interested in the product.Secondly, a good advertisement should be informative.It should provide enough information about the product or service being advertised, such as its features, benefits, and price. However, it should not be too long or complicated, as this may bore or confuse the viewer. For instance, I recently saw an ad for a new smartphone that highlighted its advanced camera features and included abrief video demonstration. This gave me a clear idea ofwhat the product could do and why it was worth considering.Lastly, a good advertisement should be persuasive. It should convince the viewer that the product or servicebeing advertised is the best choice for them. This can be achieved by using testimonials, endorsements, or comparisons with other products. For example, I once saw an ad for a new weight loss program that featured before-and-after photos of real customers and their success stories. This made me believe that the program could work for me too.中文：作为一位经常阅读报纸和杂志的读者，我经常接触到各种广告。
世界经典广告案例赏析课程论文邱先伟
赏析由艾弗森代言锐步（Reebok）的广告邱先伟2012111041一、锐步（Reebok）公司的简介锐步国际公司总部位于马赛诸塞州坎顿市，在全球范围内以Reebok、Rockport、CCM、JOFA、KOHO和Greg Norman等品牌设计、销售和分销运动鞋、健身鞋、休闲鞋、运动服装和设备，并以Polo Ralph Lauren品牌设计、销售和分销鞋类产品。
1895年,约瑟夫•福斯特（Joseph William Fostei）出于对短跑运动的热爱，又苦于没有足够的资金，便亲自动手尝试着将钉子安在鞋上，这就是当时享誉世界的第一双带钉鞋一一“福斯特跑鞋”。
带钉鞋的诞生，在当时引起了很大的轰动，19世纪末20世纪初，很多国家的赛跑运动员都穿着这种“福斯特跑鞋”走进赛场。
2006年，阿迪达斯公司以38亿美元收购锐步公司的全部股份。
锐步英文名“ Reebok”，这个单词的本义，是指南部非洲一种羚羊，它体态轻盈，擅长奔跑。
Reebok公司希望消费者在穿上Reebok运动鞋后，能像Reebok羚羊一样，在广阔的天地间，纵横驰奔，充分享受运动的乐趣。
锐步公司是阿迪达斯旗下运动品牌。
如今，在美国四大运动联盟中，NFL（美式橄榄球职业联赛）、NBA美国篮球大联盟）和NHL美国曲棍球联盟）三大联盟的比赛服装都是由锐步独家提供。
二、锐步（Reebok）品牌与艾弗森关系艾弗森进入联盟后不久，人们就发现他是一个划时代的标志，属于黑人运动员的新纪元正在降临。
这是一个更崇尚张扬个性的时代，黑人运动员的形象比乔丹塑造的模式更加真实，就像嘻哈音乐与摩城音乐之间的区别。
法尔克这位幻想家曾将耐克公司和乔丹联系到一起，从而彻底改变职业体育世界，他在艾弗森参加首次职业训练营之前，帮助这位新秀与耐克公司的竞争对手锐步公司签下一份十年5000万美元的赞助合同。
艾弗森选择锐步公司的原因之一，是该公司对其签名球鞋的精明策划，他们从艾弗森的绰号想到了“问题”这个球鞋名称，这双定价100美元的球鞋将在次年1月上市。
英语广告语论文六篇
英语广告语论文六篇英语广告语论文范文1广告美是实现广告目的的一种主要手段、主要功能。
要弄清美在广告功能中的定位，就必需先弄清广告有哪些主要功能。
广告主要有三大功能:信息功能、审美功能、劝说功能，信息功能是实现其他两大功能的基础，审美功能是供应信息、实现劝说功能的途径，劝说功能是信息与审美相结合所要达到的目的［6］。
通过对例1的广告翻译进行分析，我们了解广告审美在翻译中的定位。
假如广告没有供应信息，或者供应毫无意义的审美素材，就无法达到劝说别人的目的。
因此，在广告翻译中，信息的转换仍旧是基础，不行忽视。
翻译广告的时候也要尽量忠实地把原广告的信息翻译过去。
如上面的翻译事实所示，原广告是推销玉米的广告“Tryoursweetcorn”，翻译成中文广告以后，还是推销玉米“请尝甜玉米”。
广告内容的实质不能转变，所以在翻译的过程中还是体现了忠实性。
其次，由于广告是一种单向的公众宣扬活动，没有强制性，带有很大的随便性，因而必需注意所表达的内容与形式的审美效果，否则难以引起公众的留意，实现其目的。
广告审美不仅要注意广告的内容，而且要注意表达的形式。
在广告翻译的过程中尤其要留意原广告形式美的传递。
在上面这则广告翻译的实例中，fromeartoear就体现了多重美感，在翻译成汉语以后也基本上保持了这种美感。
在翻译广告的过程中，假如原广告之美有所丢失，译者必需通过其制造进行审美补偿。
例2:Wherethereisawill，thereisaway．Wherethereisaway，thereisToyota(车到山前必有路，有路必有丰田车)原广告通过仿拟(Parody)家喻户晓的习语，在广告中产生一种大家都很熟识的声韵美、意韵美，进而拉近广告与受众的心理距离。
假如把这则广告直译为“有意志，就有出路;既有出路，就有丰田车”，原广告的美就会丢失，广告也就不能带来应有的效应。
为了达到广告原来应当达到的效果，必需对广告的美进行补偿。
广告的论文(精选5篇)
广告的论文（精选5篇）摘要：随着我国经济形势的迅猛发展，网络已经得到了普遍应用，在社会诸多领域取得了比较瞩目的成果。
针对网络存在的商机，商家在网络上投入了较大的精力来进行产品的宣传，取得了良好的效果。
然而在利益驱使下，不法商家散布虚假信息，夸大产品或服务质量、盗取消费者个人隐私或商业机密等行为屡屡发生，对网络安全秩序造成了较为严重的影响，网络虚假广告问题亟待解决。
本文主要针对网络虚假广告管制中存在的问题进行了分析，并提出了相应的对策，以加强管制并促进网络广告的良性发展。
关键词：虚假广告；电子商务；管制策略；互联网网络广告对商家产品宣传起到了重要的促进作用，在互联网日益盛行的今天，网络广告所发挥的作用也是与日俱增。
然而随着我国经济形势的快速发展，在利益驱使下，网络虚假广告的宣传也随之增长，对网络秩序以及消费者切身利益造成了较为严重的影响。
因此针对相关问题进行深入研究并提出具有实践性的管控策略具有重要的现实意义，也是目前相关研究工作的重点内容。
一、概述1.网络虚假广告的概念2.网络虚假广告的特征（2）发布形式多种多样。
网络虚假广告能够通过网络进行多种形式的发布，目前比较常用的为电子邮件推送、在线即时信息发布、网站留言、通过关键字来呈现超链接等途径，由于采用的是数据信息模式，相应修改删除工作能够在较短时间内进行清除操作，从而加大了查处难度，往往导致不法分子能够逍遥法外。
3.网络虚假广告的表现形式（2）假冒性网络虚假广告。
假冒性网络虚假广告往往针对实际社会中质量以及口碑较好的产品或者生产厂家进行冒充宣传，从而将自身虚假信息融入到广告宣传中，误导消费者进行购买从而获利。
由于此类网络虚假广告的宣传充满了隐蔽性，并不是直接对自身的产品进行宣传，从而降低了被识破的风险，对消费者的合法权益以及商家口碑和社会形象造成了较为严重的损害，产生的后果影响较为深远。
二、我国网络虚假广告管制存在的主要问题1.缺乏专业独立的网络虚假广告管制机构，职责划分尚不明确目前对网络虚假广告的治理工作还没有一个职责明确的管制机构来履行实际管制工作，对其进行治理通常都是由多部门来共同完成，工作效率低下而且容易造成较大的纰漏导致相关的责任人逃避法律的制裁。
广告学毕业论文范文(精选多篇)广告学毕业论文
广告学毕业论文范文(精选多篇)广告学毕业论文第1篇第2篇第3篇第4篇第5篇更多顶部第一篇：广告学毕业论文范文第二篇：广告学专业毕业论文选题第三篇：工商管理,广告学毕业论文第四篇：广告学专业毕业论文教学大纲第五篇：传媒学院广告学专业毕业论文(设计)方案更多相关范文第一篇：广告学毕业论文范文广告学毕业论文范文内容提要：纵观人类历史，可以说，广告历史悠久。
我们今天已生活在一个五彩缤纷的广告世界中。
广告学作为一门独立的学科，由此对于了解广告学理论的产生和发展尤为重要。
本文介绍了广告学理论的产生与发展以及我国广告学研究的起步和发展;关于广告学学科研究中一些问题的探讨;以及现代广告理论的观念变革。
广告已成为我们今天生活的一部分，成为我们的一种生活方式，潜移默化地影响着我们的价值观和消费取向，支配着我们的思想意识和行为方式。
特别是改革开放以来，我国广告学教育的兴起，促进了广告学学科建设的繁荣，提升了中国广告业的整体水平，从而使广告事业与广告学科得到共同发展。
关键词：广告学;广告活动;现代广告学;整合营销传播我们今天已生活在一个五彩缤纷的广告世界中。
广告学作为一门独立的学科，由此对于了解广告学理论的产生和发展尤为重要。
我国广告学教育的兴起，促进了广告学学科建设的繁荣，从而使广告事业与广告学科得到共同发展。
一、广告学理论的产生与发展纵观人类历史，广告历史悠久。
(一)广告学研究起源人类祖先开始利用姿态(如舞蹈)、声音(如叫卖)、火光(如烽火)进行广告传播，后来又发明和运用语言与文字，扩大了广告传播的深度和广度。
广播与电视等大众传播媒介的出现，使人类广告传播再次发生质的变化。
在广告传播媒介不断发展的同时，19世纪以来专业广告公司的形成、普及与发展，加速了广告研究的进程。
1812年，世界第一家广告专业公司在伦敦开业;1869年，美国费城成立了艾尔父子广告公司。
这些都说明，人类对广告的研究，已从静止的文字、图案，发展到动态的广告活动过程，并促成了广告学的产生。
品牌广告英文作文
品牌广告英文作文英文：As a consumer, I am constantly bombarded with brand advertisements on a daily basis. Whether it’s throughsocial media, television, or billboards, brands are always trying to grab my attention and convince me to buy their products.One of the most effective brand advertisements that I have come across is Nike’s “Just Do It” campaign. This campaign has been around for over 30 years and has become synonymous with the Nike brand. The slogan is simple, yet powerful, and has resonated with consumers around the world. It encourages people to take action and pursue their dreams, no matter how big or small they may be.Another brand advertisement that has caught myattention is Coca-Cola’s “Share a Coke” campaign. This campaign involved printing popular names on Coca-Colabottles and encouraging people to share them with friends and family. This campaign was successful because it created a personal connection between the consumer and the brand.It made people feel special and valued, which ultimatelyled to increased sales for Coca-Cola.中文：作为一个消费者，我每天都会被品牌广告轰炸。
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
社会媒体的兴起及其对广告和营销的影响美国学者安东尼·梅菲尔德(Antony Mayfield)在其介绍社会化媒体的著作《什么是社会化媒体》中将社会化媒体定义为一种给予用户极大参与空间的新型在线媒体。
美国公共关系协会在其2008年的年会出版物《关于社会化媒体要点的讨论》中从趋势和技术两个方面对社会化媒体进行了界定：从趋势的角度来看，社会化媒体是人们通过使用去中心化的、以人为基础的网络来获得他们所需要的东西，而非传统的商业或者媒体体制。
从技术的角度来看，社会化媒体是指支撑那些网络的工具和服务。
一般来说使用社会化媒体是免费的或者费用很低，作为平台它们可以为每个用户进行定制。
戴尔公司负责社会化媒体及官方博客推广的官员理查德·宾汉姆(RichardBingham)在接受记者访谈时说道：所谓社会化媒体，就是“如今在互联网上，使用非常简单的工具就可以消除传统的地域障碍，使得和其他人连接、通讯以及分享信息变得十分容易，实现实时连接和对话，从而改变了人们的生活方式和社交圈。
你可以在任何时候找到你所需要的信息，同时和他人分享并发表自己的观点。
所以它是社会性的。
”我结合国内外学者以及维基百科对社会化媒体的介绍和定义，对社会化媒体做出了如下定义：社会化媒体是人们通过去中心化的以人为基础的网络来产生或获得他们所需内容的媒体体制，它允许人们在网络世界中形成基于个人、政治、商业应用等各种关系形式。
社会化媒体是人们发现、阅读并分享新闻、信息和内容的方式的变革；是社会学、传播学和技术的发展融合。
同时，社会化媒体又是一种信息民主化，将单对多的传播模式转化为多对多的传播模式，将人们从内容的阅读者转化为内容的发布者。
社会化媒体带来的影响社会化媒体的广泛应用，无论对于是对网络媒体的发展变革还是对品牌进行网络营销，又或者是对于社会化网络用户或消费者都产生了极为重大的影响。
社会化媒体带来的变革主要有以下趋势：1．社交网络的发展和扩张随着web2．0的发展成千上万的社交网站正在进入人们的视野，这些网站迎合某些特定兴趣爱好、背景、职业和年龄群，在这种情况下，品牌的营销人员也将他们预算的一部分投入到这些网站中去。
社交网络正在迅速地从大规模的“大众市场”网站向更小众、更细分的兴趣社区转移，并且被整合到主流公司的网站中，逐渐从消费者受众的自发集合发展成为专业社区。
在这里，一则有的放矢的营销消息会被视为相关资讯而非讨厌的干扰信息，可以获得更加精准的营销效果。
通过使用社会化媒体，众多网络公司都在自己的网站上添加了交友功能，这使得使用者可以创建详细的网络身份，同有着共同兴趣爱好的人联系、分享心得，进行社交活动。
除此之外，甚至一些传统的印刷媒体也将加入该行列，《今日美国》(USA Today)报纸的读者现在可以建立个人档案；报纸增设了一个社区部分，并且在每篇报道的下方都添加了读者评论区域。
在其他的领域，比如说医疗界，社会化媒体也开始向消费者受众以外的层次过渡，在专业医生网站4上就可以看到这一特点。
2．让消费者参与到市场营销中近年来，业界提出了几个新概念来描述数字传媒现象，包括“对话式市场营销”(Conversational Marketing)、“公民市场营销”(Citizen Marketing)和“外包给消费者的市场营销”(Outsourcing Marketing to the Consumer)等。
当前的品牌认知和消费行为越来越多地受到网络口碑和消费者产品评论的影响，针对这种情况，目前企业经常使用的手段包括：通过品牌大使项目招募“传播者”在线和离线推广其品牌，并给予奖励和报酬，招募博客写手撰写关于产品和服务的文章，作为交换会给予特殊待遇，如产品样品、新闻的预先访问权等。
美国新传播研究协会的调查显示：预计到2012年，“对话式市场营销”的开支将会超过传统的市场营销手段。
3．消费者自主媒体的发展．在目前的环境中，消费者可以使用社会化媒体作为自主媒体开展整个消费过程。
根据美国公关协会的预计，消费者自主媒体的力量将在未来12个月中日益增强，并成为所有渠道和传播形式(包括企业传播)的标准组成部分。
一些大的国际化企业早已经使用多种社会化媒体与客户进行直接对话，IBM利用公司内部网络，鼓励员工参与全球网上“即兴大讨论”，这是管理层发现最佳实践方式、分享专业知识、协作创新以及设定重点与目标的活动。
IBM 同时也通过Facebook(有2万项与IBM相关)和linkedln(有100万项与IBM相关)等社交网站专门的IBM论坛使校友和退休人员参与其中。
戴尔公司更是较早的在Twitter上开始了官方营销，通过打折信息提醒等服务，Twitter去年给戴尔带来100万美元营收。
2社会化媒体营销著名调研机构Marketing Sherpa在其2009年的调研报告中总结：社会化媒体营销是一种基于社会化媒体的，在企业、影响者、信息搜寻者和消费者之间能够彼此简化对话形式并且实现内容分享的实践。
这种实践基于不同的网络在线平台以及其他一些相关的web2．0技术。
在网络营销的背景中，社会化媒体指的是拥有网络内容所有权的一些集合小组，这些网络内容主要由用户主动发布而不是直接来自于网站的雇员。
品牌或企业希望能够利用社会化媒体的环境，使其使用者和推崇者能够在多向化的社会化媒体网络平台上自主地对该品牌或公司进行推荐，而社会化媒体营销正是实现这一方式的商业实践。
社会化媒体营销强调互助合作，对每一个参与到社会化营销过程中的成员，无论是企业还是用户都需要在获取信息的同时分享信息，从而实现双赢。
结合目前已有的一些社会化媒体营销的方式，在国内外相关学者研究的基础上，针对上文提到过的一些常见社会化媒体典型应用及其特性提出的一些具体的可以尝试的社会化媒体营销方式，如表2．1所示。
社会化媒体营销带来的变革和面临的问题1.社会化媒体营销带来的变革当互联网第一次作为一种营销手段的时候，凭借着其较传统营销的独特优势而实现了突破，在这一期间诞生了如亚马逊、eBay、阿里巴巴、淘宝网等这样的电子商务巨头，出现了Yahoo!、新浪等这样的新兴媒体，并凭借着自身对新形势下信息传播渠道的把握实现了自己的商业价值。
自从2008年以来，任何一家企业都必须面对这样的事实：信息传播速度飞快，消费者掌握话语权。
社会化媒体越来越成为一个没有办法忽略的营销平台，越来越为市场营销领域所接纳，也有越来越多的品牌开始通过社会化媒体进行市场营销活动。
但大部分企业甚至很多专业的数字化市场营销机构并没有意识到社会化媒体决不仅仅是在门户网站、垂直网站以外的另一个“媒体渠道”，社会化媒体在很大程度上改变了整个市场营销的格局。
首先，社会化媒体营销使得营销从一种单向的传播变成了双向的通话，让消费者变得越来越理性，获得各种信息的能力也越来越强。
在此基础上，倾听消费者的声音比强迫他们接受品牌的信息要重要得多，社会化媒体为企业提供了这样一种和消费者直接对话的机会，可以让自己的产品更接近消费者的要求。
其次，社会化媒体也让企业本身充分暴露到了公众面前。
一直以来，企业都很注重品牌形象，把企业藏在品牌后面。
社会化媒体中，消费者轻易就可以知道产品出自哪家企业、哪些人在这家企业工作，他们可以很容易的和这家企业的员工甚至是老板进行直接的对话。
企业传播和企业社会责任感比任何时候都显得更为重要，企业的一切行为消费者就能看得到。
社会化媒体营销的必要性也就变得越来越重要。
另外，公关和市场营销的关系也变得越来越紧密。
因为在社会化媒体营销范畴里，企业所参与的很多活动不再仅仅是传统意义上的市场推广，同时包含了很多公关的内容，还包括了客户资源管理(CRM，Custom RelationshipManagement)甚至是企业资源管理(ERP，Enterprise Resource Planning)的部分。
对企业来说，要很好的利用社会化媒体开展社会化媒体营销，必须要协同公关部门和市场部门，打破这两个部门间的区隔是进行社会化媒体营销的关键，同时也是市场营销未来的一种趋势。
社会化媒体会像一面放大镜，它的作用是让品牌、产品以及企业本身更加清楚的呈现在所有人面前。
企业要做的不是仅仅建立一个专门的部门来写博客，在Facebook或者Twitter上推销自己，而是要把社会化媒体作为一种需要去适应的新的环境。
这种新环境的生存法则并不复杂：生产好的产品、倾听消费者的声音、乐于和消费者、媒体、合作伙伴甚至竞争对手进行对话。
如表2。
2所示，社会化媒体营销与传统的营销方式以及传统的网络营销相比，在信息传播方向、营销效果感受、营销效果监测手段、广告计费模式以及广告投放渠道方面，都有着显著的不同。
但就如同网络营销无法取代传统营销一样，社会化媒体营销在目前还无法完全取代传统网络营销。
与传统网络营销依然采用类似传统媒体的一些方式如按展示时间计算广告投放费用不同，社会化媒体营销根植于社会化媒体对网路社会关系的挖掘，用户已经从其他媒体处接受了大量的广告、产品朋艮务信息，如果企业不能提供给其明显区别于电视、报纸、杂志、门户网站等的营销体验，便无法发挥社会化媒体营销的优势。
应该说，社会化媒体营销若以自己并不擅长的方面对抗传统势力，是一种以己之短，攻其所长的不明智之举，应当发挥自己的优势，与传统网络营销共存。
2.社会化媒体营销面临的问题而对于企业为什么尚未开展社会化媒体营销这一问题的调研，可以清楚的反映出目前企业对于社会化媒体营销的顾虑以及现阶段企业开展社会化媒体营销需要面临的亟待解决的问题。
调查显示，目前企业没有采取社会化媒体营销这一营销方式的主要原因在于不知道应该如何开展(47％)，觉得社会化媒体营销的营销效果难以衡量(42％)以及对社会化媒体营销的重要性和效果有所怀疑(31％)。
3．如何获得更好的营销效果?把社会化媒体营销也当作传统意义上的“营销活动”去执行是完全错误的。
社会化媒体的核心是关系和对话，不仅仅是技术和工具，并不能够对之前企业进行的营销活动模式进行套用，而应当总结出适用于户社会化媒体营销的新的模式另一个很实际的问题则是：上市公司如何平衡社会化媒体营销的特性和每个季度业绩的压力?对于上市公司而言，改变其进行营销的方式，改变他们对利益相关人和对对手的看法还有很长的路需要走，很多市场营销人员担心社会化媒体营销会完全改变企业营销部门的组织构架。
针对这个问题，企业应当在短期目标和长期目标之前应该寻找一种平衡，如果企业的营销人员完全放弃短期的营销活动而只关注企业的长期目标也是非常危险的。
4．如何进行营销效果的评估?在企业进行社会化媒体营销效果评估方面，存在着一个有意思的现象。
大部分专业人士都对开展社会化媒体的营销效果进行了评估，目前他们选用的方式多是传统的网络营销效果的评估方式，超过60％都选择网站的点击率作为评估的主要方式。