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本文旨在对目前广告理论研究的一些重要话题进行梳理和探讨,就目前各大杂志发表的研究论文来看,所涉及的话题很多,但笔者认为其中最突出的有三大话题,分别是对开放市场下本土广告公司的生存困境与我国广告业发展趋向的探讨,新媒体崛起对广告活动的影响问题,以及体验经济时代广告传播、品牌传播的策划创意问题。
The purpose of this article is to sort out and discuss some important topics in the research of advertising theory. According to the research papers published in major magazines, there are many topics involved, but the author thinks that there are three major topics which are most prominent, The survival predicament of local advertising companies under the market, the discussion on the development trend of advertising industry in our country, the impact of the rise of new media on advertising activities, and the creative planning of advertising and brand communication in the era of experiencing economy.