广告主对大众媒体的影响与控制
| 书 名： |
广告主对大众媒体的影响与控制 |
| 英 文 名： |
Advertisers’ Influence and Control over the Mass Media
|
| 作 者： |
王凤翔 |
| I S B N： |
978-7-5097-4025-5 |
| 关 键 词： |
广告 大众媒体 传播文明 |
| 出版日期： |
2012-12-01 |
中文摘要
广告主影响与控制大众媒体是传播文明建设的一个大问题，一般不为人所察觉，而潜移默化地给国家新闻传播体制带来不断冲击，影响国家与社会的舆论安全与产业安全，现在正成为中国社会转型期中一个新的社会问题。
本书是国内第一本理论与实际相结合，系统与科学地探讨广告主如何影响与控制大众媒体的学术专著，填补了广告学的研究空白，具有较高的学术价值与现实指导意义。
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CommonID:DIR_12923286,ID:2923286,SiteID:14,Type:formerAidText,Code:null,ParentId:0,InnerCode:141253,name:序二 知识分子在中国大国化进程中的学术使命,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:null,AbstractEN:null,KeyWords:null,EKeyWords:null,SubjectWords:null,LiteratureId:2923287,Fileref:null,OrderFlag:0,IsLeaf:Y,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:null,XmlID:null,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:13.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:0,ShowType:putong,LogoID:0,PdfID:0,DownCount:0,AuthorInfos:null,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:序二 知识分子在中国大国化进程中的学术使命,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:序二 知识分子在中国大国化进程中的学术使命,_RowNo:2
CommonID:DIR_12923288,ID:2923288,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141254,name:第一章 导论,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:本文从以下方面研究了中国广告业的发展与广告主话语权意识：中国广告业的发展与话语权意识；广告话语与广告话语权；广告主实现话语权的研究框架。,AbstractEN:,KeyWords:24775,34738,40955,EKeyWords:70930,37326,116657,SubjectWords:214974,LiteratureId:2923289,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_001,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:13.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:16,ShowType:putong,LogoID:0,PdfID:2923290,DownCount:1,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:导论,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:导论,_RowNo:3
CommonID:DIR_12923336,ID:14766419,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141255,name:第二章 广告主对大众媒体“资讯和观念器”的影响与控制,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:本文从以下方面对广告主对大众媒体“资讯和观念器”的影响与控制进行了研究：公共关系影响与控制大众媒体———以汽车广告主为例；“观念器”构建与利益关联———以房地产广告主为例；高额广告费的话语控制———以药品、医疗服务与保健品广告主为例；企业广告主借助政府力量影响与控制大众媒体；利益相关者的利益分配是广告主影响和控制大众媒体的范式。,AbstractEN:,KeyWords:34738,120042,182971,182972,EKeyWords:37326,157022,30166,182973,SubjectWords:214964,LiteratureId:2923337,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_002,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:13.0,ModifyUser:null,ModifyTime:2023-09-26 19:13:35.0,HitCount:6,ShowType:putong,LogoID:0,PdfID:2923338,DownCount:0,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:广告主对大众媒体“资讯和观念器”的影响与控制,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主对大众媒体“资讯和观念器”的影响与控制,_RowNo:4
CommonID:DIR_12923385,ID:14047144,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141256,name:第三章 大众媒体为广告主实现广告话语权,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:本文主要从以下方面对大众媒体为广告主实现广告话语权作了研究：大众媒体“意识形态和文化”的角色转变；媒体机构角色的结构转型；媒体机构组织目标与组织结构的影响；媒体组织结构中的领导层对“两分开”的把关态势；广告话语使记者编辑“异化”；媒体为广告主话语权服务的组织行为；“吾丧我”:媒介者主权的碎片化导致话语危机。,AbstractEN:,KeyWords:182976,182977,68708,114317,EKeyWords:182978,182979,129966,168623,SubjectWords:214949,LiteratureId:2923386,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_003,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:14.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:12,ShowType:putong,LogoID:0,PdfID:2923387,DownCount:1,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:大众媒体为广告主实现广告话语权,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:大众媒体为广告主实现广告话语权,_RowNo:5
CommonID:DIR_12923440,ID:2923440,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141257,name:第四章 广告主通过广告代理者影响与控制大众媒体,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:本文通过对以下几个方面内容的分析：大众媒体媒体广告部对大众媒体的影响与控制；企业广告公司对大众媒体的影响与控制；专业广告代理公司与媒体购买公司对大众媒体的影响与控制对广告主通过广告代理者影响与控制作了具体分析。,AbstractEN:,KeyWords:120042,34738,182982,21063,92517,EKeyWords:157022,37326,182983,25951,68806,SubjectWords:214964,LiteratureId:2923441,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_004,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:14.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:20,ShowType:putong,LogoID:0,PdfID:2923442,DownCount:3,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:广告主通过广告代理者影响与控制大众媒体,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告主通过广告代理者影响与控制大众媒体,_RowNo:6
CommonID:DIR_12923465,ID:2923465,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141258,name:第五章 广告业投资多元化对媒体传播文化的影响与控制,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:广告业投资多元化对媒体传播文化的影响与控制主要体现在以下方面：国内广告业投资多元化概况；海外跨国广告公司对中国大陆广告业的投资概况；广告业投资多元化对媒体传播文化的影响与控制。,AbstractEN:,KeyWords:24775,182986,34747,21063,EKeyWords:70930,21203,34113,32771,SubjectWords:214952,LiteratureId:2923466,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_005,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:15.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:28,ShowType:putong,LogoID:0,PdfID:2923467,DownCount:3,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:广告业投资多元化对媒体传播文化的影响与控制,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:广告业投资多元化对媒体传播文化的影响与控制,_RowNo:7
CommonID:DIR_12923576,ID:2923576,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141259,name:第六章 信息传播技术的影响与控制,ShortName:null,SubName:——以搜索引擎为例,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:本文通过对搜索引擎发展概况的分析，深刻剖析了搜索引擎的影响与控制，包括：控制信息传播通道；形成绝对市场垄断；控导网络广告发展；垄断国际传播话语权；搜索引擎日益成为影响与控制大众媒体与广告传播的技术工具。,AbstractEN:,KeyWords:47576,38675,21063,92517,EKeyWords:53145,38755,25951,68806,SubjectWords:214955,LiteratureId:2923577,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_006,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:15.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:15,ShowType:putong,LogoID:0,PdfID:2923578,DownCount:3,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:信息传播技术的影响与控制——以搜索引擎为例,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:信息传播技术的影响与控制——以搜索引擎为例,_RowNo:8
CommonID:DIR_12923620,ID:2923620,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141260,name:第七章 美国大广告主对大众媒体的影响和控制,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:本文从以下方面对美国大广告主对大众媒体的影响和控制作了分析：广告话语的合规律性与合目的性；大众媒体的利润本能与新闻舆论把关；公共关系与媒介集权；广告是“自由媒体”的燃料与国家利益的化身。,AbstractEN:,KeyWords:34738,120042,182977,183015,EKeyWords:37326,157022,182979,121469,SubjectWords:214958,LiteratureId:2923621,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_007,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:15.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:34,ShowType:putong,LogoID:0,PdfID:2923622,DownCount:3,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:美国大广告主对大众媒体的影响和控制,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:美国大广告主对大众媒体的影响和控制,_RowNo:9
CommonID:DIR_12923635,ID:2923635,SiteID:14,Type:chapter,Code:null,ParentId:0,InnerCode:141261,name:第八章 结论,ShortName:null,SubName:null,EnTitle:null,EnShortTitle:null,EnSubTitle:null,Level:0,BookId:2923280,AbstractCH:文章从以下方面对广告传播与广告管理作了研究：广告传播过程中的噪音“路径依赖”与影响；政府对广告的有效管理与治理；广告法治完善主体间性———以郭德纲“广告门”事件为例。,AbstractEN:,KeyWords:112121,183024,183025,EKeyWords:112124,183026,183027,SubjectWords:214962,LiteratureId:2923636,Fileref:null,OrderFlag:0,IsLeaf:N,PubDate:null,FindDate:null,IssueDate:null,DocType:null,ProductSeries:null,Doi:null,InstanceID:0,MinNodeSearch:Y,XmlID:b1201405010020046_000_008,Prop1:null,Prop2:null,Prop3:null,prop4:null,AddUser:admin,AddTime:2014-10-21 13:40:15.0,ModifyUser:Admin,ModifyTime:2023-09-26 19:13:35.0,HitCount:21,ShowType:putong,LogoID:0,PdfID:2923637,DownCount:1,AuthorInfos:,BookPublishDate:2012-12-01 00:00:00.0,SearchTitle:结论,ISBN:978-7-5097-4025-5,BookTitle:广告主对大众媒体的影响与控制,BookStatus:7,AllowDownload:Y,BookVersionNum:null,researchorg:null,CopyRightDate:null,ExcellentPeriod:null,PrizeLevel:null,IsExcellence:null,ContentClass:null,IsDisabled:N,SearchTitle_2:结论,_RowNo:10
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