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现代广告学是广告产业飞速发展的产物,它源源不断地从广告实务界以及传播学、经济学、心理学、社会学等诸多学科汲取理论和实践支持。随着广告学理论研究的深入,以哲学、社会学的理论关照广告学的研究成为本学科走向成熟的必要环节,其中,范式理论的应用,更为广告学提供了不同的研究视角和不同的理论维度。本文试图在梳理广告学研究对不同范式的应用中,借鉴现有研究成果,总结专属于广告学研究的范式,并为广告学研究范式体系的构建提供一种思维导引。
Modern advertising is a product of the rapid development of the advertising industry. It continuously receives theoretical and practical support from the advertising practice community and many disciplines such as communications, economics, psychology, and sociology. With the deepening of advertising theory research, the study of advertising with the theory of philosophy and sociology has become a necessary link for the maturity of the discipline. Among them, the application of the paradigm theory has provided different perspectives and different research perspectives for advertising. Theoretical dimension. This paper attempts to use the research results of cardinal advertising to learn from the application of different paradigms, draw on the paradigm that belongs exclusively to advertising research, and provide a way of thinking for the construction of advertising research paradigm system.