Advertisement Acceptors Research From The Dialectics Perspective Of Differentiation And Aggregation

Current society is undergoing social transition,social stratification trend is clearly in the same class members no longer uniform, people's values and way of life has diversified, fragmented forms. As an important subsystem of the social system, the media is constantly divided, one lost its traditional mass media, communication effect weakening advertising market continued to be diverted and eaten; on the other hand building TV, IPTV, Internet and other new media, a large number of emergence of communication channel proliferation, audience attention is highly fragmented.In social stratification, the media division, consumer division of the trends, the advertising audience has been fission, or public audience fragmentation, as well as the minority of the masses, fragmentation. However, "differentiation" is just one aspect of things, "divide" the other side is a "reunion." Differentiation and reunion is a dynamic process, the two are a dialectical unity. Focus of advertising audiences, fragmented, while also constantly feeds into a new audience groups-Focus and a small minority. Advertisements reunion is driven in three aspects:first, the internal drive, that your audience looking for a specific attribution craving masses;second,technological dynamism, new media technology to provide a platform for advertising audience reunion; Third, economic power, that is the main advertising media and advertising business interests tail polymerization Advertisements internal logic.Advertisements differentiation and reunite the one hand,given the advertising industry for the continued forward momentum of the source,on the other hand also to the impact of the advertising industry and new challenges:advertising audience diverted from traditional media to new media; advertising investment from an extensive to accurate;advertising audience criteria for the classification from a single to synthesis;advertising agency from a traditional stage towards integration phase.For a long time, "points" of view occupied areas of marketing and the media, advertising audience the true meaning of differentiation is how to divide the advertising audience to re-polymerization, which can spread the cost of a minimum of advertising to maximize advertising effectiveness. Advertising audience research divide and reunite the end result is "reunion" for new environment reunite divided methods of advertising audiences and the path to financial difficulties for traditional media advertising breakthrough of road to explore, while developing new media advertising Blue Ocean market.