论文部分内容阅读
自从1984年厦门大学在余也鲁教授的主持下创办改革开放后第一个广告学专业以来,中国的广告研究取得了长足的进展,并且在国际广告学术话语场内也以中国学者独特的问题意识获得了一席之地。然而,在当下的广告学论文中存在一种“言必称经济学”的倾向,或者说,经济学在当前广告研究中成了第一显学,这种现象和之前一个阶段的广告研究有很大的差别。本文即是对这种现象的学理反思,并提出中国广告学学科建设在下一个阶段的任务,应该从为业界现象提供解释转向自身基础理论建设。
Since 1984, under the leadership of Professor Yu Yelu, Xiamen University, the founder of the first post-reform advertising professional, advertising research in China has made considerable progress, and in the international advertising academic discourse field also unique Chinese scholars Awareness gained a place. However, there is a tendency toward “economics of speech” in the current ad dissertation, or that economics has become the first major in current advertising research. This phenomenon and the previous phase of advertising research There is a big difference. This article is the theoretical reflection on this phenomenon, and proposes the task of the next phase of the discipline construction of Chinese advertising science. It should shift from providing an explanation for the phenomenon of the industry to building its own basic theory.