(一)我国的广告理论研究和书籍出版概貌如何?或者可以作如下这样的粗略勾勒。1979年后中国广告开始复苏。70年代末至80年代初,中国广告经历了一个理论的饥饿期,在饥不择食之中,曾匆匆地引入过一批译介性的海外广告读物,这时可以说几乎全是“舶来货”。80年代中后期,随着有计划的商品经济的提出,广告业喜见发 (A) of China’s advertising theory research and book publishing overview? Or you can make the following sketchy outline. Chinese advertising began to recover after 1979. From the late 1970s to the early 1980s, Chinese advertisements experienced a theoretical hunger period. Among the unscrupulous foods, they had hurriedly introduced a number of overseas media books that were translated and described. At this time, they were almost all “imported goods ”. In the mid-to-late 1980s, with the introduction of a planned commodity economy, the advertising industry was pleased to see it