论"媒介符号环境"对广告传播效果的影响及对策

商业化运作下的新闻媒体将广告视为其经营战略的重点，最佳的广告传播效果因此成为媒体与广告主共同关注的话题。一个优秀的广告本，只有在与其媒介符号环境协调一致、融为一体时，才可能收到最佳传播效果。然而，当前国内媒体并未对广告的媒介符号环境给予充分的重视，从而影响了广告传播效果。本旨在探讨媒介符号环境与广告传播效果之间的关系，以期为当前媒体的广告传播提供一些可行性策略。

On The Relationship between The Media Symbol Environment and The Effect of Advertising

In the commercial operations, the news agencies regards advertising as the keypoint of its operating strate-gy, thus the best effect of advertising has been the focus not only to the media agencies but also to advertisers. An excel-lent advertisement. text cannot achieve its best advertising effect until it has been in harmony with the media symbol envi-ronment. At present the national media agencies have not paid enough attention to the media symbol environment yet, Asa result, advertisements have not achieved the best advertising effect. This paper elaborates the relationship between themedia symbol environment and the effect of advertising, applying practical strategies for the present advertising opera-tions.