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在广告理论研究中,广告主题应该成为广告内容研究的重要内容,但是学术界对其缺乏足够的关注和深入的探究。本文通过对广告主题的界定以及广告主题研究现状的探析,结合广告发展历史的回顾,对不同时期广告主题内容及特征的表现进行探究。依据四个不同时期将其分为四种广告主题类型,这四种不同类型的广告主题,彼此联系相互融合,在企业发展的不同阶段,对广告传播策略的制定和广告理论的完善具有重要的指导意义。
In the research of advertising theory, the subject of advertisement should become the important content of advertising content research, but the academic circles lacks enough attention and in-depth exploration to it. Through the analysis of the definition of advertising theme and the research status of advertising theme, combined with the history of advertising development, this article explores the content and characteristics of advertising theme in different periods. According to four different periods, it is divided into four types of advertisement themes. These four different types of advertisement themes are integrated with each other. At different stages of enterprise development, they are important for the formulation of advertisement dissemination strategies and the improvement of advertisement theory Guiding significance.