广告学是随着社会经济发展而诞生的一门新兴学科,这一学科呈现出交叉性、复合性的复杂特点,这已是学界的共识。交叉性是说其涵盖文、理、经济等多种学科,复合性则是指这门学科不适于用传统学科的学科属性来对应,无法局限于一种范式或划分标准。这种交叉、复合的学科特性是这门新兴学科得以产生并发展的生命力所在,使它能在不同的学科和研究领域中汲取营养,把成长的根系扎 Advertising is a new discipline which is born along with the development of society and economy. This discipline presents the complex characteristics of cross and complex. This is the consensus of academic circles. Crossing means that it covers a variety of disciplines such as liberal arts, science and economics. Complexity means that this discipline is not suitable for using the disciplinary attributes of traditional disciplines and can not be limited to a paradigm or standard. This intersecting and complex subject characteristic is the vitality that this emerging subject can produce and develop, enabling it to absorb nutrients in different disciplines and research fields, to tie the root of growth