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在2006年新春伊始,我很高兴地看到《广告研究》的诞生。纵观广告发展的历史,可谓源远流长。我们的远古祖先早在几千年前就利用声音(如叫卖)、姿态(如舞蹈)、火光(如烽火)等开始进行广告传播。19世纪以来专业广告公司的形成、普及与发展,加速了广告实践的发展进程。广告实践从简单到复杂、从纷乱到系统的进程为广告研究的展开奠定了基础并提供了研究对象,也呼唤着广告理论研究的出现,期待着广告理论对实践的指导。广告是经济领域的社会实践,也是思想文化领域的社会实践,广告研究是对广告实践运动规律进行深入探讨并将其上升为科学的理论体系。广告理论研究最早产生于美国。1901年,美国西北大学心理学家瓦尔特·狄尔·斯科特首次提出
At the beginning of the New Year in 2006, I am very pleased to see the birth of “Advertising Research.” Throughout the history of advertising development, can be described as a long history. Our ancestral ancestors began advertising several thousand years ago using sounds (such as selling), gestures (such as dancing), flares (such as flames) and others. Since the 19th century, the formation, popularization and development of professional advertising companies have accelerated the development of advertising practice. Advertising practice from simple to complex, from chaos to the process of the system laid the foundation for the study of advertising and provides the research object, but also calls for the emergence of advertising theory research, looking forward to advertising theory to practice guidance. Advertising is a social practice in the economic field and also a social practice in the field of ideology and culture. Advertising research is a theoretical system that probes into the law of motion of advertising practice and elevates it to science. Advertising theory originated in the United States. In 1901, Northwestern psychologist Walter Dilt Scott first proposed