Analysis Of Shanghai Dm Magazine Advertising Persuade Functionality And Information Dissemination Function

The DM magazine, a popular advertising medium in the West for years, made its debut in China in the 1990s. With the growth in the domestic periodical market and the advertising industry, the DM magazine has developed rapidly in terms of quantity, variety, location and market share, and thus has placed influence on certain target audience. The prosperity of the DM magazine has drawn extensive attention among the academic circles of media and advertising. Based on the existing research achievements, this thesis aims to review current development of DM magazine in China's mainland, and to explore DM magazine's functions — promotion& persuasion and information communication. The thesis regards the DM magazine more as a consumption persuading and directing tool than as an advertisement vehicle, and reveals DM magazine value in the function of information communication through an in-depth analysis of its text, in the hope of providing theoretical reference for the existing and upcoming DM magazine insiders.