【作者】 杨海军；

【导师】 童兵；

【作者基本信息】 复旦大学 ， 新闻学， 2011， 博士

【摘要】 广告舆论是指由广告传播引发的公众关于现实社会以及社会中各种现象、问题所表达的一致性信念、态度、意见和情绪表现的总和。由广告传播引发的舆论可统称为广告舆论。广告舆论在现实生活中以多种形态呈现,其中包括广告舆论传播主体以传播思想观念、主张价值立场、弘扬时代文化、培养消费意识为目的、具有一定单位时间密度和空间强度的导向性意见；使用广告产品、接受广告宣传、反馈广告信息时形成较为集中的认知性意见；在特定的时间和语境下观察广告现象、辨析广告问题,讨论广告事件时产生的具有广泛针对性的评论性意见。广告舆论是舆论的一大类别,遵循舆论传播的一般规律,具有舆论传播的共性。舆论学的基本原理和方法对广告舆论的研究具有重要的理论和实践指导作用;广告舆论又是一种特殊的舆论传播现象,其舆论的生成、发展、传播及作用于传播对象,都与广告传播的动因、目的、通道以及广告的创意表现有关。中外自古就存在着广告舆论活动和广告舆论现象,在不同时期以不同的形态呈现。从广告舆论的性质来看,中外广告舆论发展史上存在着政治广告舆论、商业广告舆论和公益广告舆论三种基本形态；从广告舆论发起的主体来看,则存在着群意广告舆论、众意广告舆论和民意广告舆论等基本形式。值得注意的是,在社会转型和新时期国家对外战略政策实施的过程中,一种新型的广告舆论形态悄然出现,这就是国家广告舆论。国家广告舆论的出现,丰富了媒介融合背景下广告舆论呈现的形式和存在的内容；从广告舆论本体自身结构变化来看,广告舆论则表现为显性广告舆论、潜性广告舆论和行为广告舆论等类型；按照广告舆论客体的变化,即广告舆论信息的流动形式来看,可以划分为讯息形态的广告舆论、观念形态的广告舆论、艺术形态的广告舆论。因此,广告舆论的传播具有舆论主体成分复杂,舆论客体内容丰富,舆论本体结构多元,舆论载体形态多变等特征。广告舆论有着独特的运行机制。广告舆论是有规律的运动,影响这种运动的各因素的结构、功能及作用机理共同制约着广告舆论发展态势和发展进程,使广告舆论呈现出独特的现实面貌。这里涉及到广告舆论运行的社会环境,广告舆论实现的方式,广告舆论实现的途径及广告舆论运行的模式等相关内容。整合营销传播与广告生产方式转变,绿色广告传播与广告观念变革,新广告运动与广告终极目标追求,社会化媒介营销与广告功能扩张使广告舆论运行的社会环境得以优化,广告舆论传播过程中信息单向流动的状况得到根本改善。广告舆论沿着追随国家舆论,利用团体舆论,聚焦公众集合舆论的方式来实现广告舆论信息的多元流动。同时,借助广告主意见倡导,广告人创意造势,媒介时评与两次传播,广告受众意见集中表达来达到广告舆论传播目的。广告舆论传播的规律和特点由舆论传播的规定性和广告传播的特殊性所共同造就。广告舆论的传播机制是指广告舆论传播中的传播层次、传播结构、传播规律和传播特点的总体概括。对不同时期不同特征媒介平台的依赖和利用,使广告舆论传播呈现出不同的层次；而广告舆论传播中不同要素如“议程设置”与广告主媒介控制,“名人立言”与舆论领袖的影响,“拟态环境”的构建与舆论呈现,“沉默螺旋”的存在与受众舆论生成等相互作用而造成的结构性压力,促使广告舆论按照特定的方向和一定的轨迹流动；与广告运动的过程相适应,广告舆论传播存在着三种行为模式,即广告舆论传播自然渐进模式,广告舆论传播突发变异模式,广告舆论传播的人为操纵模式。广告传播是广告发布者能动为之的主观行为,其首要目的即是唤起受众对其所发布信息的反应。但广告舆论却超出广告发布者能动为之的主观行为的范畴,具有了舆论传播的社会意义。随着媒介融合的步伐不断加快,新媒体层出不穷,广告舆论所产生的社会影响力已经突破了微观上的经济层面,波及到了宏观上的文化和政治层面。广告舆论的社会影响力不再是单一的利益圈,而是已经逐渐渗透到了社会的诸多领域,并且表现出越来越引人瞩目的作用和效果。广告舆论在消费社会里表现出巨大的影响力。从广告舆论作用的对象来看,广告舆论影响力要波及到广告利益相关者、广告管理者、广告批评者和广告受众。从广告舆论自身的结构性功能看,广告舆论是消费观念的双刃剑,广告主张的传声筒,政治宣传的辅渠道；从广告舆论在社会变革中的创新性功能来看,广告舆论则是社会冲突的减压阀,民主政治的新元素和社会生活的新景观。对广告舆论的控制与引导一直是广告舆论研究的重要话题,尤其在媒介融合新背景下,广告舆论的呈现方式和流动方式都在不断变化。流行广告语多样本呈现、网络口碑营销盛行、病毒式传播大行其道、公益广告成为全民运动都预示广告舆论的发展是一个不断变化的过程。从宏观视角看,广告舆论的发展变化与人类社会发展阶段相适应,与人类文明发展方向相吻合,同广告运动的发展趋势相一致；从微观视角看,广告舆论传播则同舆论传播主体之间的阶段性利益冲突,广告问题和广告事件的突发性呈现,广告主张和广告意见多元争鸣、多元流动有关。现代广告舆论的发展趋势是：广告舆论主题表达越来越多样化,广告舆论传播路径不断拓宽,广告舆论生成语境多场域呈现,广告舆论倡导主体也呈多元化态势。在这样的情形下,广告舆论的引导与控制就显得尤为重要。广告舆论的监管与控制可从以下几个层面进行：广告舆论源头的监管与调控是舆论控制的起点,广告舆论传播中应对机制建立可以实时把握广告舆论的流量与流向,相关法律法规的制定与实施是对广告舆论实行强有力引导与控制的保障,而舆情调查与舆情分析的跟进则可以有效预测广告舆论的走势和发展态势。广告舆论的引导与控制的最终目的是优化广告传播功能并对广告传播效果进行追踪。更多还原

【Abstract】 Advertising public opinion refers to the public consistent expression of beliefs, attitudes, opinions and emotions about social reality and social phenomenon caused by the advertising community. The public opinion triggered by advertising communication can be named after advertising public opinion. Advertising public opinion in real life is presented in various forms, including oriented views, cognitive views and comments from adverting public opinion communicators.Advertising public opinion is a major category of public opinion, which follows the general laws of public opinion communication. The basic principles and methods of public opinion have important theoretical and practical effects on advertising public opinion research. On the other hand, advertising public opinion is a special phenomenon of public opinion communication. For its potential dissemination targets, the formation, development, dissemination and the role of advertising public opinion have close relationship with the purpose, channels and creative expression of advertisements. Since ancient times, advertising public opinion with diversified expressions has played an important role in different eras both in Chinese and abroad. From the nature of public opinion, there are political, commercial and public service advertising public opinions in general. From the subjects of advertising public opinion, there are group, public, mass advertising public opinions. From the structure of advertising public opinion, there exist hidden advertising opinion, dominant advertising opinion and behavior advertising opinion, ect. At the same time, with the rising of China, a totally new form of advertising public opinion-the national advertising public opinion-has enriched structures of current advertising public opinion. Therefore, advertising opinion communication has the characters of complex subjective components, rich objective contents, ect.With the influence of unique operating mechanism, advertising public opinion presents a unique look that covers the social background of its operation, the approaches of carry it out, its operating mode as well. The transform of integrated marketing communication and advertising production pattern, the revolution of green advertising communication and advertising concept, new advertising campaigns and the pursuit of the ultimate goal of advertising, and social media marketing and advertising function expansion have all optimized the social environment of advertising public opinion. Furthermore, advertising public opinion has realized multiple flows of advertising information by following the national media, making the most of community media, as well as focusing on public opinion. Meanwhile, advertising public opinion can be accomplished by way of advertisers’advocacy, creative advertising campaign, media commentary and two communications, and concentrated expression of public opinion. The formation of advertising public opinion has three behavior patterns-naturally occurring mode, sudden variation mode and manipulation mode.Advertising public opinion communication mechanism is the general idea of its communication level, communication structure, communication rules and communication characteristics. The dependence and use of media platforms of different characteristics in different periods make advertising public opinion present different levels. However, different elements of advertising public opinion communication, such as "agenda setting", "environment mimicry", "Spiral of Silence" and the structural pressure caused by their interaction promote advertising public opinion to flow in accordance with specific direction and certain track. In short, advertising public opinion communication rules and characteristics are the results of the public opinion stipulation and advertising communication specificity.Advertising communication is a subjective behavior, whose primary purpose is to arouse the audience’s reaction to their released information. But advertising public opinion is beyond the scope of the subjective action, which consequentially has social significance. With the development of media convergence and new media emergence, the social influence generated by advertising public opinion has broken through the micro economic level and spread to the macro-cultural and political dimensions, and increasingly demonstrated a remarkable role and effectiveness.Advertising public opinion in consumer society has a huge influence. From the object of advertising public opinion, the influence of advertising public opinion is involved in advertising, advertising manager, advertising critics and its audience. The control and guidance of advertising public opinion has been an important subject, especially in the context of integration of new media when its presentation and flow patterns are constantly changing. Various presence of advertising popular slogans, popularity of network marketing, massive communication, ect. all indicate that the development of advertising public opinion is a constantly changing process. From a macro perspective, the development and changes of advertising public opinion coincide with the developing trends of human society, human civilization and advertising campaigns. From a micro perspective, advertising public opinion communication has diverged from its objects in the field of advertising issues and unexpected advertising events, ect.The development trend of modern advertising public opinion will lead to its increasing theme expressions, its continuously expanding contexts, ect. In such circumstances, the guidance and control of advertising public opinion is significantly important. Supervision and control of advertising public opinion can be conducted based on the following levels:first, supervising and controlling the source of advertising public opinion; then, establishing the advertising response mechanism in responding to the flow and trends of advertising public opinion; meanwhile, the implementation of related Laws and regulations guarantees efficient guidance of advertising public opinion; at last, surveying and analyzing on opinion polls will effectively predict the potential trends of advertising public opinion. The ultimate goal of guiding and controlling advertising public opinion is to optimize the function of advertising communication and effectively measure the advertising communication effects.更多还原