美国学者H·拉斯维尔提出的传播过程的“五W模式”理论,对研究广告的运作规律有重要影响。将这五个“W”运用在广告效果的系统研究中,深入地研究和把握广告运作过程中广告信源、广告信息、广告媒体、广告受众、广告效果等基本要素,才能够取得明显的广告效果。 The “Five-W Model” theory proposed by the American scholar H. Raswell on the process of communication has an important influence on the study of the operation of advertising. Applying these five “W ” systems in the study of advertising effectiveness, we can make a deep study and grasp of the basic elements of advertising sources, advertising information, advertising media, advertising audiences and advertising effectiveness in the course of advertising operation. The effect of advertising.