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社会对广告的认知,大体沿着工具性认知与社会性认知双重逻辑轨迹,不断向前发展演进。正是在这一认知演进过程中,广告学以诉求、创意、策划为核心的自系统知识体系,以及以广告经济学与广告文化学为主要内涵的广告学社会系统知识体系得以建构。现有广告学“概论”层面的教科书,于广告学系统知识体系的呈现存在缺陷,亟需重建。
The social cognition of advertisement, along with the dual logic trajectory of instrumental cognition and social cognition, is constantly evolving. It is in this process of cognitive evolution that the system of self-knowledge of advertising centered on appeal, creativity and planning, as well as the advertising system of social science whose main connotation is advertising economics and advertising culture. The existing textbooks at the level of advertising “overview ” have defects in the system of knowledge of advertising system and are in urgent need of reconstruction.