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民国时期是中国广告从传统向现代转型的重要时期:它不仅是我国现代广告的肇始期,同时也是我国现代广告业发展的第一个高峰期。在此期间,西方广告心理学引入中国,中国开始构建适合于本土的广告心理理论体系,随后广告学研究在中国有了进一步的发展。民国时期的广告心理人们以1903年科斯特出版的《广告理论》一书作为广告心理学诞生的标志。当时的广告心理学,主要侧重于研
The period of the Republic of China was an important period for Chinese advertisement to transform from tradition to modernity. It was not only the beginning of modern Chinese advertisement, but also the first peak of the development of modern advertisement in our country. During this period, Western advertising psychology was introduced into China, and China began to build a theoretical system of advertising psychology suitable for the local community. Subsequently, advertising research has further developed in China. Advertising Psychology in the Republic of China People used the book “Advertising Theory” published by Kost in 1903 as a sign of the birth of advertising psychology. Advertising psychology at the time, mainly focused on research