Researches On Communication Of The Scientific And Technological Information In Advertising

As one of carriers of scientific and technological information, the research value of advertising has been overlooked by media scholars. Today, advertising has been playing more and more important role in the prosperous business community. It is of pith and moment to do more research about the communication of scientific and technological information of advertising and to establish a rational mode of information disseminationThere is no single research to study advertising as a communication carrier in past. Based on different ways of advertising and scientific and technological information in advertising, I classify advertising and information in this research. The basic characteristics of scientific and technological information in advertising are productivity, transfer of value, professional, accrued, scientificalness.Scientific and technological information in advertising can be classified into different categories by using different classification methods. In accordance with the performance forms of advertising, scientific and technological information in advertising can be divided into video technology information, pictures technical information, text technical information and in kind technical information. According to the kinds of the audients, scientific and technological information in advertising can be classified into for industrial customers, for distributors, for public and for professionals. In accordance with the product cycle, scientific and technological information in advertising can be divided into pioneering technology information, competitive technology information and sustaining technology. In accordance with the advertisement of different functional purposes, scientific and technological information in advertising can be divided into industry technology information, corporate technology information and brand technology information. According to the different appeals advertising,the writer names rational demands of scientific and technical information contained in advertisements as objective scientific and technological information, emotional appeals in advertising as subjective technology information.Dissemination of the technology information in the ad process is essentially the process of the dissemination of advertising information; it also follows the laws of advertisements. However, the spread of technology information also has its own characteristics. Advertising information dispatchers can describe dissemination features as uniqueness, timeliness and truthfulness. The audients suppose the features are reliability, authoritative, universality.There are some principles to measure the effects of science and technology information communication of advertisings:the principle of purpose, the principle of comprehensive, regular principle, the principle of economy. You can measure the economic effect or the social effect or the media effect or the original effect of the technology information communication of advertising.In this article, the author focuses on three types of science and technology information in advertising dissemination models:the linear mode of transmission, the control mode of transmission theory, the system of patterns of spread. You can use different models to describe different media advertisings information dissemination: radio advertising technology information dissemination model, print advertising technology information dissemination model and new media advertising technology information dissemination model.