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ABSTRACT
When the traditional advertising media restrained by the saturated resources of advertising break, the emergence of new technique and media, the loss of audience and the restrictions of the policy, soft advertising arises and gradually become the emerging force in the future¡¯s required. The rapidly development of soft advertising caused by the operation of commercial media and integration of media resources lead us to rationally recognize that soft advertising is not only a new media form and a new concept, but also has it¡¯s owe characteristic and merit through receive audiences¡¯ psychology to respond compared with the traditional media advertisement. Analyze mew form characteristic and dissemination method of soft advertising £¬as well as audiences¡¯ attitude to soft advertising manner can further discover the soft advertising¡¯s superiority and the insufficienty for the adman and the advertisement host which can also fully excavates the dissemination superiority of soft advertising, to use the soft advertising reasonably, to improve advertisement dissement effectively, and to serve the receive audience well.
Key words: new media, soft advertising ,psychological impression, psychological effect
Written by: Liu Ye Supervised by: Jiang Bo
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