IMC理論的新廣告主義解構(gòu)研究——以新時(shí)期中國電視廣告為案例.pdf

1、南京師范大學(xué)碩士學(xué)位論文IMC理論的新廣告主義解構(gòu)研究——以新時(shí)期中國電視廣告為案例姓名：洪永波申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：新聞學(xué)指導(dǎo)教師：石堅(jiān)20080520AbstractThisessayanalysesthethreedevelopmentalstagesofChineseTVAdvertisementwithhumaneandsocialconcernItfocusesontheIntegratedMarketingCommuni

2、cationsOtMC)theorywhichsynthesizesthedoctrineofmarketingThisessayillustratesthetheoryadvantageofIMCandthechallengethatIMCmaymeetinChinaThetransmissionofIMCtheoryhasnotchangedthecommunicationdoctrineofChineseadvertisement

3、completelyandChineseadvertisementneedsadeeperpracticalchange，thatis，convergingIMCandhumanesolicitude&socialsoficitudeintoanewadvertisingmodel，whichiscalledinthisessay“newadvertisingdoctrinerevolution”Newadvertisingdoctri

4、nerevolutionpaysattentiontohumannature，respectingpeople，understandingandreformingpeopleIttriestomakepeopleaccomplishthetruth，kindnessandbeautyinlifeAndbasedonthis，itattemptstepayandtransformthesocietylookingforthesupreme

5、humane＆socialsolicitudethatcomesfromadvertisementandconstructingapositive&healthylifestylewhichembracestruth，kindnessaswellasbeautyNewadvertisingdoctrinerevolutionwillreconstructthecommunicationdoctrineofChineseadvertise

6、mentandrealizingthefundamentalchangewhichtakespersonfirstratherthanmaterialfirstThisessaytriestosurveythesignificancethatnewadvertisingdoctrinerevolutionmaycontributethesocialdevelopmentofChinaKeywords：TVadvertisement；Hu