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广告人才学,是人才学科中一门富有活力的说服艺术科学。在国际上,有关《说服艺术论》的专著已经问世,在国内,对说服艺术的理论研究,尚处于起步阶段。我们完全有理由说,中国的说服艺术战略是广告理论研究的新发展,事关经济建设和工商企业走出地区,跨出国门,奔向世界市场的大局。若借用中国古代军事家孙膑的理论,应当紧密围绕“天时、地利、人和”三要素,展开讨论与分析。即把“积与疏、疾与徐、众与寡”的三对矛盾置于广告实践与理论问题的共同探讨之中。1 广告人才学作为一门多学科的说服艺术,是围绕着“天时、地利、人和”三个要素展开的。广告说服的主体是人,是所有生活在天地之间的现代社会中的人。它是商品经济的产物。它的内涵,随着商品经济的发展、科学技术的进步、传播媒介手段的革新,逐步得到充实,成为现代社会经济活动的一个有机组成部分。现代广告不仅是传播经济信息的工具、开拓市
Advertising talent, talent is a dynamic subject of art to convince the arts. Internationally, the monograph on “persuasive theory of art” has come out. At home, theoretical research on persuasive art is still in its infancy. We have every reason to say that China’s persuasive artistic strategy is a new development in the study of advertising theory, which is related to the overall situation of economic construction and business enterprises going out of the region, going abroad and going to the world market. If we borrow the theory of Sun Yong, an ancient Chinese military strategist, we should closely discuss and analyze the three elements of “time, geography, and people”. That is to put the “contradictions between plot and sparse, disease and Xu, all the public” in the common discussion of advertising practice and theoretical issues. As a multidisciplinary art of persuasion, ad talent studies revolve around the three elements of “time, geography, and harmony”. The main body of advertising persuasion is people, all living in modern society between heaven and earth. It is a product of the commodity economy. Its connotation has gradually been enriched with the development of the commodity economy, the advancement of science and technology, and the revolution in media. It has become an integral part of the economic activities of modern society. Modern advertising is not only a tool to spread economic information, open up the city