Soft Advertising And Media And Win-win Development Strategy Research

Soft advertising is the outcome of the development of media. With the improving of science and culture, advertising is developing and evolving all the time, showing a variety of forms, content-rich trend. Advertising "soft" trend is bound to affect greatly the advertising presentation:the way the ads show more "soft", advertisements become increasingly blurred, the media changes from the original advertising vector into advertising cooperation, media credibility has been gradually reduced, the healthy development of the media has been hindered.At the same time, that make use of soft ad to promote their goods and service, also has a bad effect on the promotion in such a crisis of confidence. In this era of multi-media integration of diversity, to the media and advertisers, it is a big problem to find a strategy which soft ad develops harmoniously with the media. How to make soft advertising into the orderly development is a systematic and complex project, which rely on the media, advertisers, regulators, the audience and the whole society to work together to achieve. Only the soft advertising being guided positively and correctly, we can purifier the layout and programming, and grasp of public opinion accurately. Then, we can affect the audience with the correct information; make sure the audience to accept and be convinced, so as to achieve a overall winning of the media, audiences and advertisers.This paper takes soft advertising as the research object. It divides into four part:Introduction is at first. In this part, the theme clarifies the realistic basis of "soft advertising", analyzes the diversity forms of soft advertising, and then makes clear the object of study in this paper by summarizing the domestic and foreign literature in related research.Chapter One begins with the multimedia competition frenzy background. First, this paper defines soft advertising clearly, and analyzes the basic characteristics and the social foundation of soft advertising, confirms the possibilities of the soft advertising's rapid development. Through the data test, the author reveals that soft advertising has become the media's "life jacket" and the advertisers' "magic wand", in the context of increased competition in the market economy.Chapter Two focuses on that how the rapid development of soft advertising affects the media. On the one hand, it becomes a media propaganda tool in the market economy. On the other hand, it makes the media into a predicament of the right to speak decay, which will jeopardize the media's interests. On this basis, the paper makes an advantage-disadvantage analysis on how the prevailing soft advertising affects the media.Chapter Three dissects the negative impact on advertising to the media, in accordance with the "advertising-advertisers-media-audience" interaction and specific case analysis. At last, based on these analyses, the theme gives some suggestions on the harmonious development between the soft advertising and the media.