نوع مقاله : مقاله پژوهشی
چکیده
کلیدواژهها
عنوان مقاله [English]
The present paper introduces some of the theoretical concepts for the understanding of the nature of the relationship between advertisement and its audience. In this text, “theory” is a word which is used to represent the ways of expressing the everyday experience of advertisement. The present paper emphasizes, in particular, the practical and theoretical weakness of the idea that advertisement is a one-voice message; and also proposes other possibilities that are theoretically richer.
کلیدواژهها [English]
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