Discourse Of The Entertainment Orientation Of Advertising

As an economy activity that helps advertiser to make profit, persuade the audience to accept the values carried by advertisement and change their consume behavior at last is the basic task of advertising. So how to persuade the target audience effectively is always the core problem of advertising. However, while the number of advertisement growing rapidly as the competition in market becoming more and more brutal in an abundant era, consumers become more reasonable and mature and their attention is decentralizing by new media and digital technology, it becomes more and more difficult for traditional advertisement to attract and persuade consumers, so advertisers from all fields come to aware that they need a new way to communicate with consumers more directly and deeply.So when we come into an era that the entertainment economy and the entertainment culture is booming, entertainment permeate into the development of economy, the process of culture progress and all aspects of social life because its strong influence. Advertising gradually starts to take advantage of the abundant entertainment resources,combine the entertainment with advertising effectively to make advertisement different from the traditional style and achieve good results. This entertainment orientation of advertising is just the object of this dissertation.The dissertation defined the conception of the entertainment orientation of advertising base on the reunderstanding of the connotation of"entertainment"in modern times and general knowledge of the present conditions of marketing entertainment, this definition effectively distinguished the entertainment orientation of advertising from other forms of advertising by emphasizing several main points, settled the misleading that consider amusing advertisement to be the entertainment orientation of advertising, which makes the research focus on its key points. And, analyzed the reasons of the trend from the aspects of social background, media environment and human being's instinct of pursuing amusement, conclude that the entertainment orientation of advertising is a certain tendency. Then discussed the forms of the entertainment orientation of advertising based on the extent that advertising make use of modern entertainment resources, summarized the features of it, and forecasted its future directions. Of course it is also important for this disertation to support the effectiveness of advertising entertainment by classical theories, and put forward some applied principles.