Research On Testimony Advertising

Reading extensively commercial literature we find there is not a lot of reaserch on special topic of the testimony advertising, and is also not systematic. As one of a expression medium the testimony advertising has only been distributed piecemeal in the relevant books of advertising, and the description about is more concise. According to my practical experiences and thinkings by using of the testimony to the advertising business and the products of our enterprise for more than 10 years, the testimony advertising is with a strong expression strength, and is a highly efficent way of persuasion by advertising. This thesis has made an objective analysis on the existence and development of the testimony advertising from the perspective of communication theory by sortting out the information of the verious types of testimony advertising.In this thesis, the testimony advertising could be defined as a kind of a commercial advertising for the purpose of promoting sales, in which the quality of the goods with their sales services offered could be proved, through a certain media or forms, by some public figures or general public invited as cosumers from their experiences of using the goods with its services offered as a speech, and the advertising cost is beared by goods operators and service providers. In testimony advertising as consumers capacity the public figures or the general publics are said as the witnesses, who provided the testimony of advertised, and the words which can prove the quality of the goods with their service effectiveness provided by the witnesses are said as the testimony.This thesis will give a development of the testimony advertising in five chapters. In first chapter, Discussing the background of producing of advertisements and their significance of existence through sortting out the origin and the status of the testimony advertising; In second chapter, the strength of the testimony advertising in communication will be emphasized on with its influences on products sales, brand building, consumers confidence, advertising creative and so on. The merits and the defects in the form of the testimony advertising will be fully demonstrated also; In third chapter, how to develop the testimony advertising betterlly in our country will be pointed out with the comparison of some typical examples of the testimony advertising cited between China and foreign; In fourth chapter, the relation between the testimony advertising and the relative laws will be discussed, in the meantime of the testimony advertising an appeal to further the operation of improving the formulation of the relative laws will be stressed in the chapter; In fifth chapter the conclusion, improved measures and recommendation will be given for the current problems in the testimony advertising.The most information adopted in this thesis originate from internet and the relative books. By means of collection of data and analysis of the case testimony advertising has been discussed in detail at more respects, so as to approach to a rational and objective knowledge for the testimony advertising and from the view of regulatory supervision further propose constructive comments on reasonable existence and healthful development for the testimony advertising.