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本研究缘起于对“广告公司自身形象塑造与传播”话题的关注,从“改革开放以来广告公司自身广告传播”切入,将1981-2007年刊登在《中国广告》、《国际广告》、《现代广告》的2266条广告公司自身广告作为样本对象,进行了历时性和共时性的分析和研究。随着分析视角的逐一展开,发现广告公司的自身广告是一面镜子,它折射出27年来在中国的本土或者外资广告公司的众生百态。
This research originates from the concern about the topic of “shaping and spreading of the advertising company’s own image”. From the perspective of “advertising company’s own advertising and communication” since the reform and opening up, this research published in 1981-2007 in “Chinese Advertising”, “International Advertising ”,“ Modern Advertising ”2266 advertising companies own ads as a sample object, conducted a diachronic and synchronic analysis and research. As the analytical perspective unfolds one after another, it is a mirror that the advertising company’s own advertising is a reflection of the many beings in the local or foreign advertising companies in China over the past 27 years.