A Research Of Advertising Opinion's Dissemination

In the context of media convergence, we should re-examine the functions of advertising. Advertising is not only for sale.Modern advertising is essentially a kind of public opinion, which use multiple modes of transmission and disseminational channels for the audience to accept their ideas and influence, dominated audience behavior.The function of advertising is not only for sales,so it is important to study advertising opinion. I study the advertising opinion with basic principles of communication, media , journalism,advertising, Describled the proces of the advertising opinion's generation .Dissemination, diffusion and control, and advertising media production mechanism, through research, data collection, case study, quantitative analysis and qualitative analysis. This article is divided into six parts.in the first part,describle the historical evolution of public opinion and the proper meaning in modern society. The second part of the paper define the advertising opinion, substance and class. In the third part analyse the macro and micro environment, the variable of social system and advertising media market. The fourth part of the article analyse the formational mechanism of advertising and public opinion , focus on the spread pattern , the elements of advertising opinion, the advertising media forms, and the life course stages in advertising opinion formation The fifth part analyse the value of advertising media and how to achieve public opinion's value and control. The sixth part of article analyse the development of advertising opinion in the past 30 years,advertising opinion development from the advertiser's manipulation to the reasonable discussion of advertising audience. Instead of dependence,advertising opinion provide valuable judgments for the community independencely, advertisers pay more attention for guidance and interpretation advertising opinion with multi-faceted.