论文部分内容阅读
本文分析现代意义上的广告研究领域两个基本的哲学论“主因”——本体论和认识论,认为尽管此两种“主因”之间是交融互渗的关系,但总体而言二者具有一定的独立性,各自沿着不同的价值轨迹发展。当认识论越是被推向极致,对本体论的呼声便越是高涨,反之亦然。作者认为,现代广告研究总体而言是本体论“主因”一统天下的局面,但认识论从未远离人们的视线,每一次广告认识论的突破都会带来广告本体研究的大发展。另外,大约始自20世纪后期至21世纪初,随着后工业和后现代社会的来临以及包括后现代主义、后结构主义、后马克思主义等“后学”的兴起,广告研究认识论的受重视程度得到了空前提高,且新时期的广告研究认识论将在新的基础上迈向价值论,从而使基于认识论的价值论广告研究成为广告研究领域的一个重要面向。
This paper analyzes the two basic philosophies, the “main cause”, the ontology and the epistemology in the field of advertising research in the modern sense. Although the relationship between the two “main causes” is a blend of infiltration and infiltration, in general Both have a certain degree of independence, each along a different value trajectory. The more the epistemology is pushed to the extreme, the louder the ontology is and vice versa. The author believes that the research of modern advertisement is generally ontology “main cause ” but the epistemology has never been far away from the people’s attention. Every breakthrough of epistemology of advertisement will bring about the great development of the study of ad ontology. In addition, from about the late 20th century to the beginning of the 21st century, with the advent of post-industrial and post-modern society and the rise of postmodernism, post-structuralism and post-Marxism, Attention has been given an unprecedented increase, and in the new era of advertising research epistemology will be on a new basis toward the theory of value, so that the theory of epistemology-based advertising research has become an important aspect of advertising research.