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本文提出了马克思主义广告研究的问题,并从研究对象、指导思想以及研究方法三个方面对之进行分析和论述。文章认为,正如马克思主义思想体系具有极强的包容性和发展性一样,马克思主义广告研究也是包容的、发展的,它不仅包涵了人文与社会反思式的广告研究路径,也包含了营销学的广告研究路径,是融价值理性研究与工具理性研究于一体的综合性的广告研究体系。致力于营销学的工具理性广告研究与人文与社会反思式的价值理性广告研究之平衡发展是马克思主义广告研究应有的题中之意,也是当代广告学知识生产与学科建设的必由之路。
This paper puts forward the issue of Marxist advertising research, and analyzes and discusses it from three aspects: object of study, guiding ideology and research methods. The article argues that, just as the Marxist ideological system is extremely inclusive and developmental, the study of Marxist advertising is also inclusive and developed. It not only includes the research route of humanistic and social reflective advertising, but also includes the marketing Advertising research path, is to integrate the value of rational research and tools of rational research in an integrated advertising research system. The balanced development of tools rational advertising research on marketing and humanistic and social reflective value rational advertising research should be the subject of Marxist advertising research and also the necessary way of knowledge production and discipline construction of contemporary advertising science.