大众传播英文update

Abstract
What’s the meaning of mass media? How does the mass media play the commercial model? From the circulation of thousands of millions of news paper at the beginning of the day to the variety of millions of television programs in the night; From the scattering of the advertising leaflets to the high-hanging neon board along the blocks, the public has trapped into the persuasion of all kinds of mass media without any evasion, and most of time they conduct exchanging with media organization and advertiser .During the course of exchange, media organization and advertiser gain the profit .But the fast expansion and overall success bring the obstacle to the successful persuasion of single media text .While mass media wins the whole success, the individual of mass media is confused on how to successfully persuade public. This thesis focus on this matter to explore the mechanism and ways on media text including advertising based on predecessors’investigation after systematically looking up some material about mass media.
内容摘要：
何为大众传播？大众传播如何发挥其商业模式?从清晨街巷里数亿份报纸的辗转，到晚间千万家电视里主持人的喧哗；从漫天飞舞的广告传单到沿街高挂的霓虹展板。

今天的公众已经无可逃避的陷入了各种大众传播物的说服，并且在很多时候主动或被动的与媒介机构和广告主进行交换，在这些交换中，媒介机构和广告主实现其商业利益。

但从另一方面来说，大众传播的迅速扩张与整体性的成功却给单个媒介文本的成功说服制造了障碍。

因此，就在大众传播赢得整体性成功的同时，大众传播者个体却在如何能够成功说服公众上遭遇更大的困惑。

本篇论文针对这一困惑，在系统的翻阅了关于大众传播的一些资料后，希望在前人研究的基础上进一步探讨，揭开媒介文本（这里只讨论广告）成功说服公众的机制与方法。

Chapter One Introduction
After several setbacks of choosing countless thesis subjects and finally I return back to the first and also simple theme: The commercial function of mass media. This thesis mainly focuses on how advertise context persuades the public to carry on exchange and summarize the mechanisms and approaches of commercial profit of mass media.
Chapter Two The Commercial Function of Mass Media –Persuading the Public to Conduct
Exchanging
2.1 The Definition of Mass Media
What’s the meaning of mass media? It’s defined as the process of which media organization supplies and disseminates information to the public, and the public chooses, uses, understands and affects information according to Steven.John. Another definition made from Danis Davis is when the source of information (here usually refers to certain organization) uses one kind of technology to communicate with large scale of the public, then it is called mass media. Although there is minor difference between them in word meaning, the definition of mass media includes the following three characters.
1.Focus on the public
2.Disseminate information
3.Through media organization
Here we would make further division about item two. The information of mass media mainly includes two categories. One is the reading contents to the public supplied by media organization of transmitter including television programs and articles in printing media and we refer them as media contents. Another category is advertising, through which way the other organization or individual pay certain fees to media organization and entrust them to transmit contents. From this sense, the body of mass media has included two kinds. One is media organization and the other is advertiser who is certain organization or individual disseminating information to the public through media organization.
2.2 Mass Media Makes Profit
.1 The Definition of Commercial Function of Mass Media
What functions do the mass media own? It is defined by MICKEL AND KANBUL based on summarizing predecessor views as mass media owns function of information and supervision, arranging and explaining itinerary, connection ties, transmitting socialization and value and entertainment. The reason why those media organization and advertiser who directly involve in mass media and use it to transmit information to the public is more than aforementioned charming .The authentic purpose for advertiser is to create huge fortune through mass media. It looks like that mass media haven’t requested the public to pay for something and maintaining the normal operation of mass media is only the steady flow of input from mass media (media organization and advertiser) such as one hundred version of newspaper is charged only one Yuan. Television program has increased more and more channels with free of charge. Internet can be searched for everything ranging from state event to grapevine, from latest movie to most frequent using software (even including pirate version). What’s more; all kinds of internets try to be the first to make advertising so as to attract the public to use their free mailboxes. Countless mass medium spring up like bamboo shoots after a spring rain and all rack their brains to arouse audience interest without any cost. It seems that enjoying media contents with lower price or even free of charge was becoming privilege of the public.
But shrewd media organization and advertiser won’t give media text coagulating their energy and money free of charge to the public who have never met before. Mass media is bound to pursue profit. Besides charging the media text from the public (payable television channel, newspaper and magazine et.), mass media also makes huge profit from the public through the system of commercial exchange. Actually when the public buys products, of which have already been included high market expenses; meanwhile the public freely enjoy the social bond
of media text.
The reason why media organization and advertiser using mass media is they can make commercial profit through commercial exchanging system. Next, we will clear out how this exchange system operates
.2 The Commercial Exchanging System of Mass Media
Commercial Profit needs to realize during the exchanging system. Coco-cola Company makes huge profit through selling sweet carbon beverage. MC company makes profit through opening one and one chain stores. Mass media also experiences similar exchange to make commercial profit. Joseph and Robert, the author of book Today media: media of information era divide the way of media organization gaining commercial profit into two categories and illustrates them as following chart:
The first exchange system of gaining profit. ( briefly refers to exchanging model A)
Media organization including payable Television channels, movies, magazines and newspaper etc. gains commercial profit through this model. During such exchange, the two parties of exchange are media organization and the public. Media organization pays media carrier, of which includes certain media contents; while the public pays fees of media carrier of buying magazine and
TV channel. Mass media takes the role of product sales of media organization .The process of transmitting media content has become the public’consuming process and the public has to pay for that during this process. Media organization has received funds much more higher than the cost of its making and transmitting media content, thus the profit has gained.
The second exchange system of gaining profit. (here briefly refers to exchange model B)
The main profit of most broadcasting, television, newspaper, internet website and more than half magazine have been gained from the income of advertising. Media organization hasn’t received any profit from directly exchange with the public, who wasn’t buyer for media organization. Media organization transmit the media contents plus advertising which has bought or self made to the public for catching the eye, and then offer the chance to the advertiser for showing advertising at the rush hour, meanwhile; it gains the advertising fee .So media organization gains profit higher than the cost of buying, making and transmitting media content
through such exchange.
Advertiser shares the public’s attraction through showing advertising program. This attraction will convert to buying intention of products due to the persuasion of advertising has played the role so as to impel the public to buy products higher than cost of products including other expenses like advertising fee. Then advertiser makes the commercial profit through this model.
To further clarify this relationship of model B, we refer the exchange between media organization and the public as exchange 1; the exchange between media organization and advertiser as exchange 2 and the exchange between advertiser and the public as exchange 3. Exchange 1 is the process of mass media and won’t make any commercial profit during this period, but laid the foundation for the happening of exchange 2 and exchange 3, of which periods really make profit! Here we have to highlight that media organization and advertiser won’t directly make profit through transmitting of mass media, but they impel the public to carry on other exchanges, and make profit through second exchange.
Of course, these two models are not absolute. Actually most of mass media is almost simultaneously using this type of exchange model to gain the profit, but it won’t affect our next discussion.
.3 The Commercial Function of Mass Media-Persuading Public to Go on Exchange
How does the mass media realize its commercial function? It plays the role on impelling the commercial exchange. During this exchange model A, the process of mass media is the one of media organization offering the products (media contents) to the public. In other word; media organization transmits the media contents, of which the pubic has already bought with certain amount.
It needs emphasize that the process of mass media is not same as the process
of whole exchange and it is only the process that media organization offers the media contents to the public, not the one that gain the profit. The exchange between media organization and the pubic carries on outside mass media. The public has already paid for it before they enjoy the media contents offered by media organization. So the commercial value of media organization is to persuade the public to buy the media contents. Besides the self advertising of media contents, the major approach of media organization to persuade the public to exchange is that the public experiences the self-consuming of media contents. The transmitting process of mass media is the one of the public consuming media contents. The information is received while it is consuming. The public will consider whether to buy it not depending on the quality of media contents received and consuming experience. If the public enjoys more reading in this issue of magazine, then the chance for him to buy the next issue is huge, vise versa. The authentic meaning of media contents to attract the public is not consuming of the current media contents, but impel the public to continue to consume the next issue of media contents and buy the next issue of newspaper.
So that there exists two kinds of media contents. The former are the media contents of persuader, and then it shows in the form of media contents; the latter are the media contents for the public to continue to consume, and it shows in the form of media carrier. When the public reads media content, the persuasion is coming from that, not from media carrier. But media contents can’t singly constitute consuming products and it is presented as media transmitter in the form of media context and has similar quality with advertising. Television program and newspaper articles have to combine with certain media carrier. The way of the public continues to concern and buy is media carrier such as newspaper, magazine etc. The one media organization attracts advertiser to publish advertise is totally out of the concerning of media carrier such as the issuing volume of the newspaper and magazine and click on rating of internet.
Hereby during the commercial exchange of this model, the commercial function of mass media lies in that the public decides to buy the next media carrier of media contents due to he or she has been persuaded by the consuming process of media contents. Actually any kinds of commercial exchange exists the process of persuasion. Counter staff promotes sales of certain brand of cosmetics to consumer, of which process is the persuasion with the purpose to impel exchange. That is consumer pays counter staff to get cosmetics, while counter staff gets the goods value to sell the cosmetics. But in this exchange system, persuasion is carried on in the form of mass media.
Here we will make comparison between the exchange 1 of model A and model B. The former is to persuade the public to repeat exchange, namely repeat buying, while the latter is to persuade the public to continuing concern. The difference between these two models is that the former only cares for media contents themselves, but have to pay for that, while the latter not only needs the public to concern media contents, but relevant advertise as well without paying for that. From first appearance, the profit gained from model A doesn’t rely on the attraction of the public. Take television channel for example, if the public buys for certain television channel, then it doesn’t bring any directly commercial value to television company whether the public watch it or not. The process of channel transmission is only the single outcome. There is different with the exchange 1 of model B. During this model B, the transmission process of media contents is not only the payable process of media organization, but also the paying process of the public. Media organization needs to attract the public during this process so as to urge advertiser to carry on exchange with itself. But indeed, as I mentioned before, during the exchange model A, the motivation for the public continues to buy the media carrier only gets after getting satisfaction from enjoying the media contents which has already bought. So the exchange model A has to win the public‘s attraction if it wants to persuade the public to continue buying. Meanwhile, the foundation of the current media organization winning the income of advertise is out of the public
concerning media contents, not for the relevant advertise. So no matter exchange 1 of model A or model B, the function of mass media has to be based on persuading the public to put on attention on that .So we may summarize that mass media is to go through the two processes (advertise and media contents) of persuading the public and help media organization and advertiser make commercial profit. The persuading of advertise(product) is to utilize media context of it persuading the public to buy products; while the persuading of media contents is to utilize media context persuading the public to buy or concern it’s media carrier.
So we may conclude that the way of mass media plays the role of commercial function is to persuade the public to carry on the exchange between media organization and advertiser through utilizing the information transmission (promote the product of media organization (advertise) and product of advertiser (media contents) to the public). Media organization and advertiser gain the profit during the process of exchange. We may simple summarize these two persuasions of commercial exchange system of mass media focusing on the public with following chart.
2.3 The Predicament of Commercial Function of Mass Media
Mass media, the one with title of popular, defined as focusing on a large amount, special quality, anonymous popular matter. While today it self- propagates without any limitation, and it looks as if the major role in the reality life of the public. Media transmitter tries to enter into its life recklessly. There are all kinds of media transmitter in the public’s daily life including broadcasting, television, electronic internet , newspaper, block leaflets , advertise broad and painting outside and inside of the buses and cars. Take advertise as example, two decades ago, Chinese people basically failed to see any advertise, and it was a controversial issue whether mass media can make advertise or not. While today advertise has become prosperous to such extent that it needs country broadcasting and television bureau to make policy to limit its frequency showing of electronic media. Accordingly,
Although the public has deprived of the choice of the whole mass media system facing so many media content, win the choice of concrete media content. Therefore, when mass media wins the whole success, the individual of mass media is confused on how to successfully persuade public.Based on predecessors’ investigation after systematically looking up some material about mass media, this thesis focuses on this matter to explore the mechanism and ways on media text（here only discuss advertise）successfully persuading the public.
Chapter Three The Persuading Mechanism of
Advertise
3.1 The Predicament of Persuading of Advertise
The commercial function of advertise lies in that it can persuade the public to buy the product from manufacturer with the price including advertise fee and markup fixed by manufacture (advertiser). But today advertise has become the popular, disgusted and suspicious matter, and will the public follows the persuasion of advertiser to go on exchange? The result certifies that there are still quite a lot success of advertises, or safely saying, most successful manufacturers are using a lot of advertise like P&G, IBM, LENOVO,PEPSICOLA etc and their successes have more or less relationship with publishing advertise. Advertise brings countless individuals of potential buyers, however; there are quite a lot manufacturers of publishing advertise have failed. It needlessly deny that these advertises are failure in persuading the public and they fail to go on the exchange, instead; it spends a large amount of advertise fee. Therefore; almost all manufacturers will ask the same question: What on earth advertise can persuade the public to go on exchange?
This simple question has complicated answer. Why do career advertisers full of bound knowledge make a lot of useless commercial advertise? The advertise company always plea that the persuading function of advertise has already taken effect, the recognition of brand has been formed and the idea of expression of the product has deeply impressed the public. It is the non-advertise factors resulting in the commercial failure including product, pricing, channel of sales etc. But just thinking, if it is failed in commerce, then how to certify success in advertise? The more fierce reality is that even if advertise effectively impressed the bottom heart of the public, it still doesn’t mean that it will bring promising future of the sales. Michel Sudeson said based on the predecessor’s study: There are no steady relationship between whether consumers like certain advertise or not and whether
they can remember it or buy this kind of product knowing from advertise. Again W.RONALD LANE AND J.THOMAS RUSSELL also conclude that effective advertise has to reach success on two levels .One is communication, and the other is to realize sales target. Unfortunately, many a advertise successfully realize the communication, but fail to realize sales target.
The advertise trade doesn’t like industrial closely linking commercial interests and would put on huge investment after accurate investigate ,but it is an art narrating the creative rules .Even if you master boundless creative rule, and impelling you to reach success is the genius of human uncertainty creation. To theLIS summarizes the four reasons.
1.The public has no interest to advertise.
2.The public attempts to resist the persuasion of advertise.
3.The public often misunderstand the advertise information.
4.Effective approach of successful advertise has always been copied and imitated
swiftly, and it will results in the fast fading away of original creation and speciality.
That means, it is the bound phenomena of the low success rate of advertise. The next he supposes more reasons why still there are so many manufacturers insisting on publish advertise carelessness of low success of it. But he doesn’t give the way on how to make success of concrete advertise. The history of advertise shows that all the one treating as a kind of way reaches success some time and also reaches failure at another time. Almost each approach exists in the current certain advertise and can’t make sure of its success according to its way. In other words, no one way has direct corresponding relationship with successfully persuading the public to go on exchange. It looks as if no one understands the authentic reason of advertise persuading the public. All the approach concerning the making and
transmitting of advertise are only under exploration. As a previous successful tradition, advertise has been inherited and used as an kind of instrument. Even most professional advertise staffs don’t know how to let advertise play the role, let alone those advertisers who throw away millions of advertise fees. As an current social non –rational symbol of advertise, everybody knows that it plays the role, but no one knows how to use it . Somebody said that advertise is the respect of the public in consuming society. Actually, advertise is more like the respect of advertise company and advertiser in the current today and advertise has become the common sight.
It needs to explore the psychology mechanism of advertise persuading the public to carry on exchange before exploring the accurate way of making and transmitting commercial effective advertise. Advertise, as an elusive force, has always been deeply and seriously studying from ages.
Exploration of Persuading Mechanism
Model of Psychology Response
The focusing point of studying of persuading mechanism of advertise subject is the psychology process of the public. The most popular approach is to establish “response level model” describing psychology phrase from the absolutely ignorant of manufacturer and brand products to the action of actual buying. The principle of persuading of advertise is to let the public enter into the phrase from initial ignorant phrase to the process of final buying .According to “response level model”,the making of advertise and transmitter can selectively adopt relevant marketing ways according to the psychological phrase of the public actually exists and try to impel the public to go to the next phrase and finally persuade them to buy . The most impressive model is taken from the book The Psychology of Selling, of which the author is E.K.SRONG and made in 1925.This book is supposed the AID model consisting of four points: attraction, interest, desiring and action. STRONG thinks
that the desiring of buying products has to be inspired before the public buying, while the producing of desiring is based on interest and products must catch the eye of the public before the interest has been aroused. So the working procedure of advertise and marketing is to attract the public, then inspire their interest. When this interest become strong desire, then the action of buying will be happen. In 1960’ VIDGE and GARY.A.STEINER come up with the resulting level model and also claims as L&S model in their book A Model for Predictive Measurements of Advertising Effectiveness. This model has most wide effect and become the theoretical foundation for many advertise companies to set up advertise target. During this model, LEVUDGE and STEINER have changed the four points of AIDA into six points: attraction, understanding, likeness, partiality, believe, buying. This model believes that the public has to progressively experience five steps (can’t skip any one step) and then action of buying will take place after the public watches advertise. Attraction refers to the sensing of product existing, understanding refers to the recognition of the character of the product, likeness refers to positive attitude to the products, partiality refers to comparison with the similar products, believing refers to the correct action of buying this product and final buying is the psychology process when the manufacturer is waiting for quite a long time and expecting exchange action has finally happened. These six phrases can be divided into three parts of recognition response, feeling response and intention response. Attraction and understanding belong to the recognition response, likeness and partiality belong to feeling response and believing and buying belong to intention response. .
The public won’t enter into the buying phrase according to the ideal model of recognition, feeling and intention in many circumstances. The advertise subject introduces the concept of “involvement”for further identifying the different psychology procedure in different situation.
The Introduction of the Concept of Involvement
SAMENEL is defined involvement as consumer selects certain product or service in the special background and then he or she feels how much importance it is and relation with him or her, according to the book of Advertise subject: review the modern advertise activity from IMC vision . The study of JUDITH ZAICHKOWSKY puts more attention on the connection among the public and advertise, the public and product and the public and buying-decision, of which range are more widely and all included in the concept of involvement. He thinks personal character (want, social status, interest, social value), target or incentive factor (information source of the transmitting and content of transmitting etc) and emotional factors (buying circumstance, buying time etc) decide the higher or lower extent of the involvement of product. The psychology response of advertise of the public varies with the extent of involvement. In other words, advertise scholar attempts to divide the original universal psychology response into different sub branch. RICHARD V AUGHN from Foote Coon Belding Advertise Company supposed a very typical designing model: FCA model. V AUGHN divides the psychology model into four categories using the difference extent of involvement
1.Imparting
2.Emotion
3.Custom
4.Self satisfaction
The item 1 and item 2 belong to the high involvement, while the latter two items belong to low involvement, of which revise the original weakness of psychology response model. Of course, this model still exists the uncertainty mechanism of psychology function.
Elaboration Likelihood Model
People who supposed the unclear psychology mechanism believing that these models haven’t clarified how psychology response of different phrases come into being? Recently the scholars attempt to solve this issue with all kinds of recognition or other similar theories. Among which, the elaboration likelihood model is most outstanding.Elaboration likelihood model is first supposed by two social psychologists RICHARD PETTY and JOHN CACIOPPO, who describe how the persuading transmitting information reaches its persuading goal through affecting attitude. CHARLES U LARSON, the author of the book Persuasion: Reception and Responsibility, mentions that ELM model is the most important change in the studying area of persuading process since he made the first version of this book. The following is revised ELM from marketing scholar MACLNNIS and JAWORSKI. ELM believes that the result for the public to handle information process is affected by the motivation, capability and chance .For example an young lady who puts more attention on her appearance, then her motivation of handle cosmetic information is very high; while an adult man processing this kind of information is quite low. The capability of information transacting is closely related with the intellectual and level of knowledge of the public. The capability for an electronic engineering to deal with the electronic product information is far more stronger than an young mother who is lived with painting, but more lower than her in the area of painting and nursing. The chance of processing information will also affect result of handling. For example, the public hasty reading newspaper on the way to the office is quite different with her or him does it during working hours for consuming time ,thus the chance of handling advertise information is far big different. The combining of capability, motivation and chance is briefly called MOA. It decides the possibility for the public to handle the special information with elaboration likelihood. When the figure of MOA is higher and then EL is higher.
We may see that this recognition theory model distinguishes two kinds of information handling, which has common point with the concept of involvement in distinguish different phrase of psychology response. It has offered explanation。