Soft Advertising Under The Conditions Of Market Game

Recently, some non-traditional advertising has been developing quite rapidly. Although they have the same purpose as traditional advertising, they appear remarkably different in forms. Some are organize activities, some sponsor public utilities, some are disguised in the environment where consumers live. Actually soft advertising is rich in variety. If traditional advertising is regarded as hard, then I consider the advertising mentioned above as soft advertising. It seems to be quite important to give soft advertising a definition since we haven't had a consistent academic one so far. In this paper the soft advertising was defined as the information communication that adopts the roundabout and covert appealing means, integrate the content with the need of audience, and frees from certain vehicle. Such definition suggests that soft advertising should firstly consider the audiences'need before delivering of the advertising information, and then provide the advertising information according to audiences' need. The rise of soft advertising has its specific time background, along with market competition intensifying, regardless of the advertisers or the media, and the audiences, all becomes the players in this advertising game. The advertisers hesitate in front of the high advertising cost, the media racks brains for the limited advertising resources and the intense market competition, and the audiences, facing overwhelming communicative information, produced the immune ability. All these factors bring the soft advertising prosperity.Compared with the traditional advertisement, the soft advertising has many advantages. Firstly, it pays great attention to the audiences' need in the process of communication. It has been broken away from communication mode in which the communicators are dominant and it also weakens communicator's selfish motive. Secondly, to audiences, the information will be accepted unconsciously for the information is relevant to their needs. In addition, the soft advertising lays emphasis on...