【摘要】 征婚广告在80年代以来占有重要位置,其历时性变迁反映出了广告媒介的历时性特点,广告主与媒介直接关 系导致分散的个体特征,广告资讯诉求方式的转变,以及广告受众的限制与广告效果低的原因——面对择偶,通过大众传 媒进行的大众传播逊于人际传播。更多还原

【Abstract】 Since 1980s, marriage advertisement has been occupying an importantposition, the developmem of which mirrors the following facts: the vicissitudinary characteristics of advertisement media, individual features produced by the direct relation between advertiser and media, changes in communications of advertisement as well as the reasons of limited audiences and little advertising effect, namely, in choosing a spouse, spread by means of mass media is inferior to that of go - between.更多还原