The basic model, the scientific implementation of advertising activities and the possibility of maximizing the communication effect.
[Keywords:] advertising; Communication process; Source; Information; Audience;
[China Library Classification Number] F7 13.80 [Document Identification Number] A [Document Number]1000-8284 (2002) 05-019-04.
Advertising is a group-oriented, special and popular communication activity. It is an organized form of application communication in human social life. Advertising, together with promotion, publicity report, promotion activities and public relations, has become an indispensable and important means for industrial and commercial enterprises to spread products, services and ideas. In order to scientifically implement advertising activities and maximize their effects, it is necessary to conduct practical and rigorous analysis and research from the basic level and key elements of the advertising communication process.
First of all, the process of advertising communication is an induction of the objective understanding of advertising communication activities.
Advertising is regarded as a special communication activity. Advertisers and advertising companies must try their best to use the best strategies to successfully inform consumers of their advantages, and they must also analyze the advertising communication process and its related elements. The communication process of modern advertising is developed with the development of modern advertising, and it is developed from the basic communication process of human beings.
The basic communication process of human beings is to form an opinion from one side of the source, encode it into information, and then pass it on to the other side through certain channels, which we call the audience, and the communication activity begins. The receiver must decode the information to understand it. The understanding and reaction to information form feedback, which may affect the coding of new information.
Experience range is one of the core concepts in the process of advertising communication, which refers to the whole life experience of individuals. The more experiences the source and the receiver share, the more ideas they share, and the greater the possibility of communication. The range of experience is also called the range of perception. In order to form effective communication, advertising communicators must choose and use elements such as fonts, graphics, colors and sound effects to create advertisements according to their own understanding of the experience range of consumers and potential consumers. Otherwise, no matter how beautiful the advertisement is, the information beyond the recipient's experience will not be recognized, and of course there will be no communication. The experience range of the source and receiver of communication is encoded and decoded in the process of communication. They accurately understand each other and transmit effective information, which is communication. The rest is invalid information, which should be regarded as ambiguity, and advertising communicators should pursue as much information as possible. As a communicator, the job of advertisers is to encode visual or auditory symbols according to their own experience and survey results, and spread advertising information to consumers. Whether the spread information can arouse consumers' interest, whether consumers will think that advertising can bring them more benefits, and so on. It depends not only on the level and ability of the communicator, but also on the experience, mentality, background and discriminating ability of the receiver. The disseminator's subjective intention is only one aspect of advertising communication, and the objective effect depends more on the audience's reaction after accepting the advertisement. The above communication methods are obviously not enough to express the process of paid marketing communication activities such as advertising.
Barbara from Rutgers University, USA? Sterm has proposed a new communication process, which is generally considered more appropriate.
[date of receipt ]2002-0 1- 10
[Author's Brief Introduction] Han Ran (196 1-), male, from Bin County, Heilongjiang Province, is the head of the Department of Art and Design of Shantou University, a lecturer, engaged in art and design research.
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Used in advertising, a comprehensive commercial expression. Stern believes that "in advertising activities, there are multiple levels of sources, information and recipients, some of which exist in reality, while others exist in another different level of reality-in the virtual world of advertising information itself." [1] Inspired by it, based on the analysis of the advertising communication process and related elements, the author puts forward the modern advertising communication process (see the table below), which should express the modern advertising communication process more accurately. In the process of advertising communication, we must also consider many related complex issues such as the internal structure and creativity of advertising information. Especially with the advent of interactive media, consumers can selectively receive the information they need on TV or computer and then participate in communication activities.
Modern advertising communication process
Second, the advertising source has its own particularity and expansibility.
Source, also known as disseminator, sender or coder, is the basic element in the first link of advertising communication process. In oral communication, a source refers to a person who talks to someone or a group of people. However, in advertising activities, who is the real source of communication?
In advertisements, people often talk about or talk about Kan Kan. These people who represent investors (advertisers) or image spokespersons are often regarded as sources of information. In fact, what these characters say is created by the creators of advertisements, aiming at advertising communication services, and does not belong to the real world, but only exists in the virtual world of advertisements.
One of the real sources in the process of advertising communication refers to investors, because they really need to disseminate information to consumers and are legally responsible for the communication process. Second, it refers to the advertising agency entrusted by the investor and its creators. Sometimes he is also a professional in the investor's enterprise. Because the creators of advertising communication activities are actually creators such as copywriters and production designers. They accept the entrustment of investors and make advertising information for them. Although these people play an important role in the composition of advertising information, they are not seen by readers or viewers.
Advertising source identification has its particularity. In real life, generally speaking, advertising creators or advertising agencies are often not regarded as real sources, and investors (advertisers) are often not regarded as sources. Only their brand name is usually regarded as the source. The more reliable the source, the more convincing the advertisement will be.
It is of great positive significance to expand and play the role of interpersonal resources as much as possible. After carefully studying the process and a large number of advertising surveys, American researchers concluded: "If there are many oral communication activities during the completion of advertising activities, it may be easier to produce lasting results than advertising activities with little or no oral communication." [2] The study of advertising communication proves that mass media has the greatest influence on the audience's perception and interest in the process of acceptance, while interpersonal sources such as friends, family members and salesmen have a greater influence on consumers' attempts, attempts and acceptance. Around 2000, a pharmaceutical factory's medicine "Yi Fu Powder" for treating colds was because of the interesting plot that its advertising agent crabs changed color when heated, especially "Dude, what's wrong?" It has become a gossip topic and people's mantra for a time, which has increased its influence on advertising communication. Regardless of whether advertising funders and creators deliberately pursue the intentional influence on interpersonal communication, advertising does have a lingering influence on interpersonal communication and has an expanding effect. Some advertising activities have ended, but the influence of their advertisements still exists. Twenty years ago, in the advertisement made by Japanese Toyota in China, many people were still preaching the slogan "Everything will come naturally, and there will be Toyota in the road". The expansion of this interpersonal source of advertising is an important reason why advertising expenditure should be regarded as an investment behavior rather than a simple expenditure.
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Third, the advertising message is infectious, structured and coded.
"The content of advertising communication includes: advertisers' goods, services, ideas (concepts, policies) and so on. They are all expressed in the form of advertising information. " [3] Information is the concrete result of a certain idea or concept encoded by the source, and it is also the core element of advertising communication. What to say (content) and how to say it (form of expression) are two aspects of advertising. The former is called creative strategy, and the latter is called creative strategy. Whether it is the content or the form of advertising, it determines the difference of advertising effect. For the content and expression of advertising, advertising giant David? Ogilvy's proposition is: "What to say is more important than how to say it" [4], which shows the important position of the appeal content of advertising information in advertising communication.
Advertising information has three characteristics: information appeal, information structure and information password. The attraction of information is related to the pleading meaning of advertising content, which is a means to ask the audience to respond positively to the ideas or thoughts of advertisers. "Now is the era from selling to begging consumers to buy" [5], and the appeal of advertising information is sometimes called theme, creativity and unique sales proposition. Information appeal can be divided into two types: rationality and sensibility. Rational appeal is a logical thinking aimed at the audience, focusing on the characteristics of product quality, operation, economy, value and price. Emotional appeal is aimed at the feelings of the audience and focuses on the emotions of consumers. Such as worry, happiness, pride, vanity, love.
Information structure, also known as expression form, is related to the arrangement of advertising demands, such as the expression order of information chunks. "No matter what form of advertising, the elements of its communication activities are basically the same. In the long development process of human society, advertising communication has been enriched and developed in form or artistic expression. " [6] However, although the forms of advertising are colorful and the patterns are constantly being refurbished, the advertising information structure basically includes autobiographical, narrative or dramatic forms of expression. In autobiographical advertisements, "I" refers to the fictional "you".
My point of view. Narrative advertisement, in the third person, tells the story of "I" to a fictional audience who are listening to my experience.
Telling other people's stories, relatively speaking, can fully express information. Drama advertising is performed by the advertising image in front of a fictional audience, showing the plot in life. Interlacing information with stories allows the audience to connect with stories and experience information instead of simply listening or watching.
Information encryption involves linguistic and nonverbal symbology used in advertising coding. Language passwords refer to words and sounds, while non-language passwords refer to images, music and sound effects. The combination of these factors determines the final result of advertisers trying to deliver content. An important decision for the creator of advertising information is to choose what role and form of expression to express the advertiser's sales proposition. First of all, we should consider what emotion, attitude and motivation factors in the target audience can drive some specific customers, and then use our own communication symbols to encode and combine, and choose the most suitable media to publish information. The way of information dissemination can be TV advertisements, newspaper advertisements, or several pages of Internet websites. Of course, in order to make the advertisement spread successfully, we must also use the corresponding creative skills. It is for this reason that advertising is different from other modes of communication.
Fourthly, the coding of advertising communication information depends on audience analysis and the confirmation of target consumers.
Audience is the object of advertising communication, including individuals or groups, and it is the factor that actually determines the success of communication activities. In advertising communication activities, all the starting points are aimed at the target consumers. However, it should also be noted that when consumers receive advertising information, they first appear as audiences. Consumers refer to the demanders, buyers and users of products or services. Audience influence and consumer behavior are two related and different concepts.
The whole life experience of the audience will affect its decoding activities. In the whole decoding process, every factor that drives the audience is a part of the combination of social, economic, cultural and psychological factors. The audience may sometimes be some clear-headed and logical decoders, and sometimes they may be some people who are addicted to pleasure and are not dominated by reason, and act entirely on their feelings. Only by defining and preselecting the audience as accurately as possible can we effectively predict and control the decoding effect and adopted behavior.
In order to achieve the ideal effect, advertising communication must also fully analyze the characteristics of consumer classification, consumer behavior and its autonomy, reasons, purposes, persistence and variability, consumption motivation and so on, and take this as the basis of advertising information coding. The behavior of consumers is influenced by many factors, among which the factors that advertisers can control are products, prices, sales channels and advertisements. The factors beyond the control of advertisers are social, cultural, economic, regulatory environment and competitive conditions, as well as the personal quality of consumers. These factors can only be adjusted and utilized on the basis of full analysis. An insightful enterprise should not only produce the products that consumers need now, but also design life for consumers, guide consumption and create new consumer demand. [7]
Advertisers often want the whole society to be their consumers. But practice has proved that this is impossible in today's highly developed economy.
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Things. Therefore, in advertising communication activities, we must first find out who the target consumers are, not just in general terms, but in specific indicators. For example, the target consumers of some beauty cosmetics are women aged 22-50. This setting is obviously too general, which means that the target consumers of this product are all adult women, which is worthless for advertising information coding.
When looking for consumers, the more rigorous and specific the indicators are, the clearer the concerns will be. Basically, social analysis can be carried out first to find out who the target consumers are. Secondly, analyze the geographical environment and define the activity space of target consumers. Different geographical environments have created different personalities, especially the influence of regional culture on advertising communication effect can not be ignored. Thirdly, it is necessary to analyze demographic factors, including the age structure, gender, population change rate and type of target consumers, so as to determine the transmission point. Fourth, we should analyze family factors and grasp the main consumption places of target consumers. Family is the cell of society and the basic unit and consumption unit of human social life. When consumers see advertisements introducing products, they may think of the needs of their families in addition to their own needs. Fifth, it is necessary to analyze the personal factors of target consumers, mainly from the analysis of their own qualities such as education level, hobbies and consumption habits, to concretize the concept of target consumers and make the advertising information more vivid and accurate. In addition, before positioning the target consumers, it is necessary to study the relevant groups of the target consumers. Any consumer exists around a specific social status, including social relationships related to personal roles related to that status. For advertising communication, it is very necessary to study the relevant groups of target consumers. The above six aspects of analysis, definition and study of target consumers must be considered comprehensively, and it is doomed to be unreliable to find target consumers from only one aspect.
The advertising communication process starts from the source and spreads to the audience, and the target consumers should respond and give feedback, which marks the completion of the communication process. Only by fully understanding and correctly grasping the elements in the communication process, especially the particularity and expansibility of advertising source identification, the characteristics, structure and password of advertising information appeal, audience analysis and confirmation of target consumers, can advertising activities achieve the expected goals and achieve the best possible results. Ignoring one aspect may lead to failure.
[Reference].
[1] William? Arens. Contemporary advertising [M]. Ding Junjie et al. Beijing: Huaxia Publishing House, June 2000-965438.
[2] Ding Junjie, Zhang Shuting. Introduction to Advertising [M]. Beijing: Central Radio and TV University Press, 15.338+0.
[3][ day ]LEC? Advertising Essentials of Tokyo Faxi Co., Ltd.1: Principles and Methods [M]. Shanghai: Fudan University Press, 2000+0438+0 1.
[4] Fan Zhiyu. World advertising history [M]. Beijing: China Friendship Publishing House, 1938+0.
[5] Fan Zhiyu. Principles of advertising [M]. Shanghai: Shanghai People's Publishing House, 1999+0.
[6] Chen Pei-Ai. Chinese and foreign advertising history [M]. Beijing: China Price Publishing House, 1997.4438+0.
[7] Yang,,,. Internet advertising [M]. Beijing: Electronic Industry Press, 2002.438+0.
Analysis on the Communication Process and Elements of Advertising
An Ran
(Shantou University, Shantou, Guangdong 5 15063)
This paper mainly discusses the factors in the advertising process, such as the quality of audience, information and information sources. Using the basic theories of mass communication, visual communication and psychology, this paper makes an objective and in-depth analysis of the main forms of advertising-a special way of mass propaganda, scientific advertising procedures and how to maximize the publicity effect.
Keywords: advertising; Publicity process; Sources of information; In the process of forming; receiver
[Editor: Liu Yang]?
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