在第三人效果研究进入三十周年之际，该文关注国内的空白研究领域——营销传播中的第三人
效果。该文对国外营销传播中第三人效果研究的成果进行综述；分析了中国社会文化背景下受众、媒
体、社会距离等重要影响因素的独特之处；最后就国内营销传播领域的第三人效果研究在理论与实
践应用两方面提出建议。

This article focuses on the third-person effect in marketing communication. First, the third-person
effect in foreign marketing communication researches were reviewed; Second, the unique characteristics
of the audience, media and social distance in Chinese social and cultural context were analyzed;
Finally, the theoretical and applied research suggestions of the third person effect in domestic marketing
communication were proposed.