论“广告即拟剧”——社会拟剧视角下广告元理论的新构建-on.docxVIP

AbstractThe background research of this subject is: In theory, the advertising research from the perspective of social drama is a blank area on advertising theory; Meanwhile, from the actual point of view, advertising is a concentrated reflection of social life, and thus the need for sociological reflection.The main purpose of the research projects is try to do advertising research under the social drama theory through two demonstration angles :the theoretical content of empirical evidence and case studies, and try to show the core view advertising is the social drama is correct. Then building on a new advertising framework. under this view Meta-theoretical systemThe main Theoretical significance of this research project is that it is a new perspective research on advertising area, is an innovative advertising theory; it is a theory content research of the social drama theory; it is an integration research of advertising and social drama theory .From the perspective of social practice, the argument put forward has two meanings: On the one hand ,trying to finding the cross-oriented advertising operation mode in a complex environment, in order to guide the reality of a more scientific campaign; on the other hand, trying to correcting the role of ad that is an extension of norms of social interaction, rather than the desire to stimulate consumption .Firstly, this paper begins the framework analysis from two basic theory: social drama theory and advertising theory , demonstrating the key thesis—advertising is the social drama. Then , as for the theory reasoning part, the paper demonstrates the validity of this thesis with two research ways : theory content and case studies. Lastly, taking this new view “the essence of advertising is a natural extension of social norms ”as the basic point, this paper finally built a new advertising theoretical system and tried to offer new ideasabout advertising’ understanding.Key Words：AdvertisingSocial dramaAdvertising is the social