The Relationships Between The Appeal Of Advertisement And Public Agenda

The thesis mainly discusses the effect of agenda-setting on the public opinions the way the influence happens to advertisement, and the method of bringing the outcome into the content and form of advertisement. The thesis elaborates them in five chapters.The first chapter mainly analyzes how agenda setting of advertising influences public opinion, and outline s its effects upon the consumers' choice.The second chapter analyzes the content of public opinions in two aspects. Firstly the content of public opinions largely belong to popular culture and advertisement can become popular culture through mass-media and then affect the agenda of discussion. Secondly, from sociological aspect, it explains why advertisement becomes the public agenda by means of collective memorizing theory. Anyway mass-media pays an important role in either of them. In essence we can say that media decides the public agenda.The third chapter discusses how the agenda-setting function can be applied to set agenda of discussing advertisement through mass media, I'll focus on the function of agenda of Ad, and outline the behaving of it.The fourth chapter explores demands for the form of the appeal of advertisement. The author tentatively divides these advertises into Journalistic Ad, Entertaining Ad and Emotional Ad, intending to make it easy to explore the different expression of these advertising forms on the group effect. The classification criterion is the forms of the appeal,The fifth chapter point out the results of the advertising content of appealing.This article is based on case-analyzing, adopting text-analyzing and combining with some conclusions from psychology, sociology and communication, and draws one conclusion that advertising can cause some public agenda which the advertiser need, then it affect the individual's idea on public opinion and indirectly affect buying It is hoped that these conclusions can affect the production of advertisement.