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本文重点以广告史研究为例,提出了在广告的研究中是十分常见的“泛广告”问题。笔者认为真正的广告源于工业革命的爆发和大众传媒的繁荣。工业革命一方面导致广告主有了大规模销售的需求,进而产生了大众销售的代名词:广告;另一方面,工业革命导致了大众传媒的繁荣,广告与大众传媒是相伴而生的。由此,笔者提出广告就是企业或机构通过大众媒体发布的、以达到大规模销售和宣传目的的工具。笔者指出:古代广告不是真正意义的广告,充其量是本地的、小范围的叫卖;大众传媒全面式微的数字时代的广告也不是真正意义的广告,应该用新理论比如“创意传播管理”理论来概括和描述。
This article focuses on the history of advertising as an example, put forward in the study of advertising is very common “pan ads ” issue. I think the real advertising from the outbreak of the Industrial Revolution and the mass media. On the one hand, the industrial revolution led to the demand of large-scale sales of advertisers, which in turn gave rise to the synonym of popular sales: advertisements; on the other hand, the industrial revolution led to the prosperity of mass media, and advertising and mass media came together. As a result, the author proposes that advertising is a tool that enterprises or agencies issue through mass media in order to achieve large-scale sales and promotion purposes. The author points out that the ancient advertisement is not a real advertisement, at best it is a local and small-scale sale. The advertisement of the digital era in the all-round mass media is not a real advertisement either. Therefore, we should use new theories such as “creative communication management” theory To summarize and describe.