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文章分析和讨论20世纪以来,西方人文与社会科学领域对广告研究的四种范式——马克思主义批评研究、民族志研究、消费文化研究、全球化研究。从这四种范式的转换中可以看出,西方人文与社会科学学界对广告的研究逐渐从以广告作品为中心向以广告运动乃至整个广告产业为中心转移;从对广告的“欲望话语”式研究向对广告的“产业与社会机制”式研究转移;从将广告与特定国家和社会的经济与文化特征联系起来进行研究,向将广告既视为一种全球化现象又视为全球化的一个强有力的驱动力来研究转移。这体现出西方对广告研究的视角越来越开阔,越来越具有系统性和全局性。西方广告研究范式的四次转换对我国的广告学研究有着重要启示意义。
The article analyzes and discusses four paradigms of advertising research in the field of humanities and social sciences in the West since the 20th century - Marxism criticism, ethnography, consumer culture and globalization. From the conversion of these four paradigms, it can be seen that the study of advertising in Western humanities and social sciences gradually shift from focusing on advertising works to focusing on advertising campaigns and even the entire advertising industry. From the perspective of advertising “Research shifts the research on” industrial and social mechanisms "of advertising; studies the relationship between advertising and the economic and cultural characteristics of particular countries and societies; regards advertising as a phenomenon of globalization; A strong driving force for globalization is studying transfer. This shows that the western perspective on advertising research is more and more open, more and more systematic and overall. The four conversions of Western advertising research paradigm have important implications for the study of advertising in China.