刘立丰博士：论广告研究中的“泛广告”问题.pdfVIP

论⼴告研究中的“泛⼴告”问题 刘⽴丰1 声 明 本文发表在《广告研究》（2017年第2期），第14页-第21页。 摘录本文请注明作者和出处。 【摘要】本⽂重点以⼴告史研究为例，提出了在⼴告的研究中是⼗分常见的“泛⼴告” 问题。笔者认为 真正的⼴告源于⼯业⾰命的爆发和⼤众传媒的繁荣。⼀⽅⾯，⼯业⾰命导致⼴告主有了⼤规模销售的需 求，进⽽产⽣了⼤众销售的代名词：⼴告；另⼀⽅⾯，⼯业⾰命导致了⼤众传媒的繁荣，⼴告与⼤众传 媒是相伴⽽⽣的。笔者提出⼴告就是企业或机构通过⼤众媒体发布的、以达到⼤规模销售和宣传⽬的的 ⼯具。古代⼴告不是真正意义的⼴告，充其量是本地的、⼩范围的叫卖；⼤众传媒全⾯式微的数字时代 的⼴告也不是真正意义的⼴告，应该⽤新理论⽐如“创意传播管理”理论来概括和描述。 【关键词】泛⼴告，⼴告史，⼴告定义 Study on the Problem of Pan Advertising in Advertising Research 【ABSRACT 】This paper focuses on the study of the history of advertising as an example, and puts forward the problem of pan advertising which is very common in the study of advertising. The author thinks that the real advertising comes from the outbreak of the industrial revolution and the prosperity of the mass media. The industrial revolution led to advertisers with large sales demand, resulting in a synonym for mass selling ；the industrial revolution also led to the prosperity of the mass media, advertising and mass media is accompanying. The author puts forward that the advertisement is the tool which the enterprise or the organization releases through the mass media, in order to achieve the large-scale sale and the propaganda goal. The author points out that the ancient advertisement is not the real meaning of advertising, but the local, small-scale selling; digital era advertising is not the true meaning of the advertising, which should be summarized and described by new theories such as Creative Communication Management theory. 【KEY WORDS】pan advertising ，advertising history ，advertising definition 在⼴告研究领域存在着“泛⼴告”的现象。所谓“泛⼴告”就是把⼴告定义的外延⽆限放⼤，以⾄于把很 多本不属于⼴告的内容界定为⼴告。尤其在“ ⼴告史”研究领域 ，这种现象⽐较突出。”泛⼴告“现象的存 在，根本原因在于研究者对”⼴告“定义的误解。”⼴告“是历史的产物，有其产⽣、发展和消亡的过程，不 能离开”⼴告“的历史条件来谈”⼴