出版科学 ›› 2013, Vol. 21 ›› Issue (4): 72-.

• 发行学 发行工作 • 上一篇    下一篇

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

袁 胜 许清茂   

  1. ( 温州大学城市学院,温州,325035)( 厦门大学新闻传播学院,厦门,361005)
  • 出版日期:2013-07-15 发布日期:2013-07-15
  • 作者简介:袁胜,大众传播学博士,温州大学城市学院讲师;许清茂,厦门大学新闻传播学院教授、博士生导师。

  • Online:2013-07-15 Published:2013-07-15

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。

Abstract:

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.