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在构成关于大众媒介最有影响力的学术图谱中,新闻和广告毫无置疑的成为其赖以生存的两大支柱。尤其是现代广告诞生的近120年中,广告及其衍生出的各种产业与理念发生了巨大的变化,这种变化既是时代孕育的产物,又是广告人孜孜追求的体现。很少有一种行业刚诞生就羽翼丰满。他们通常始自灵光一现但又简明扼要的洞见。然后经由各种条件下的不断探索,才逐渐清晰起来。广告史实际上充当了不同时期广告的“植入”史,本文通过对广告业及其自身发展的探索,试图对各个时期下的广告的植入性特点做出纵向的解读。
In forming the most influential academic map of the mass media, news and advertising have undoubtedly become the two pillars upon which they can survive. Especially in the nearly 120 years since the birth of modern advertising, the advertisement and the various industries and concepts derived therefrom have undergone tremendous changes. Such changes are not only the product of the times but also the diligently pursued by advertisers. Few kinds of industries were born full of fiery wings. They usually start with a bright, but concise, insight. Then through various conditions of continuous exploration, only gradually clear up. In fact, advertisement history serves as the history of advertisement in different periods. Through the exploration of the advertising industry and its own development, this article tries to make a longitudinal interpretation of the implanted characteristics of advertisements in each period.