Research Into The Phenomenon Of Advertisement-entertainization

21century,humanity has entered the era of economic entertainment. The traditional product-centric marketing model has been unable to meet the demand of advertising audience. Letting the audience's entertainment psychological for the center, packaging advertisement with entertainment, advertising entertainment has become advertising operation of the trend, which can not be ignored.This article expounded on the concept of advertisement-entertainment, characteristics and performance first. Advertisement-entertainment is a developing trend, which leads entertainment concepts into the overall advertising campaign process, from advertisement investigation, advertising plan to the advertising production, advertising survey, convincing the audience in the process of realization of entertainment to. It is a new advertising dissemination activity. It is mainly expressed in the entertainment of ads text, entertainment of advertising transmission, entertainment of the advertising injecting.Advertisement-entertainment is produced from the macro and microenvironment. The former is about the polity, economy and culture, the latter is about entertainment marketing of advertisers, entertainment advertising media, entertainment needing of the audience. Advertisement-entertainment process can be cut into entertainment four specific stages like the basic steps of advertising communication: information coding, information dissemination, information decoding, information feedback.In our society the advertising-entertainment has two-sides infection in. On the one hand, it strengthens the operation of the "Audience-based"; meets the audience's advertising psychological: attract attention - have perceived - strengthen memory - lead empathy, to enhance the dissemination of advertising effects. On the other hand, advertising will digestion of entertainment brand marketing, resulting in bad taste, triggered consumerism.Combining advertisement-entertainment, there are some strategies of upgrading effectiveness. Advertising investigation means the research of the market and entertainment psychological survey of the target audience; advertising appeals give priority to emotional appeal and appropriate use of mixed aspirations; advertisement originality must be adventurous and experiencing, the specific performance can be easily humorous, humanity moving, story type of cartoon animation, celebrity-speak, decent and good-beauty; Advertising media strategy mainly deal with the mining of the traditional media space, a new media advantage, the implementation of effective media composition and selection of appropriate activities injecting; advertising effectiveness evaluation on the one hand to is the sales effectiveness evaluation, on the other hand should be entertainment cognitive evaluation. Other entertainment advertising against the negative impact are establishing entertainment brand, advocating green entertainment and cultivating the concept of human-center.