The Changes Of The Aim Groups Of Advertising And The Media

Along with the development of economy of our country, the Advertising has been developing, and as a form of mass communication, it makes deeply influence on our society: on one hand, advertising itself has changed great; on the other hand, the Medias which take the advertisement have changed much at the same time. To a great extent, the changes and the developments of advertising are the signals of our country's economy development, at the same time we have to get that the system of mass communication haven't been perfect ,and we have to consider the role of advertisement during the development of mass media .This thesis focuses on the groups of persons, who are the aims of advertiser. During the history of mass communication, the aims of advertiser are different, and the forms and the ways of communication are different too. To the mass media, advertising is the main way to get the necessary funds to developing, and the changes of advertiser means that the medias have to change themselves.This thesis bases on the discussing of the changes of advertising during its development. It provides a comprehensive, historical, based introduction to advertising development and media development. This theses is divided into four sections : in the first ,I will give you a instruction of different "aim -group " of different stages under different situations ; in the second part ,I will give you two typical examples ,and you can have a main idea about what the fact is ;the third part is about the reasons of the different choice of advertisers; in the remain two ,I will discuss the bad influence of the change (different choices -different aims -different ways for media developing ). At the last, I will give the way to resolve the social problems caused by it.According to the development of Chinese advertising industry, I think that the social-type media and the social stratum -type media should be developed together.