论现代服务背景下广告产业的本质及走向——兼谈区别于新闻传播的广告产业本质.docVIP

论现代服务背景下广告产业的本质及走向——兼谈区别于新闻传播的广告产业本质 2015年第4期改革与战略N0.4,2015 (Cumulatively,N0.260) 第31卷(总第260期)REFORMATION amp; STRATEGY DOI: 10 .163311jki.issnl 002-736x.2015.04.032 论现代服务背景下广告产业的本质及走向一一兼谈区别于新闻传播的广告产业本质杨力(广西经济管理干部学院，广西南宁530007)[摘要]广告产业的本质属性与定位关系到广告理论研究逻辑起点的确认、广告理论体系的建构和广告产业发展的走向。广告产业的本质和核心价值应定位于服务，媒介和艺术只是广告为实现服务目的的载体、方式和工具。广告作为从新闻传播独立出来的新兴产业，在现代服务业成为中国产业重点发展方向的背景下，现代广告服务的服务价值必须得到传承和发展。重点是要从广告产业属性科学认识现代广告服务内涵，以超出客户预期满意体验为目标，通过智力服务创新和跨界融合来提升现代广告服务效果。[关键词]广告;服务;核心价值;现代广告服务[申图分类号]9F713.8文献标识码]A文章编号]1002-736X(2015)04-0145-04 On the Nature of Advertising and Its Direction Under the Modern Service Industry -Also on the Advertising Industry is Essentially Different from the News Media YangLi (Guangxi Economic Management Cadre College, Nanning, Guangxi 530007) Abstract: Advertising industry essential attributes are related to advertising and positioning theory logical starting point towards the construction and development of the advertising industry advertising theoretical system. The essence and core value of advertising should be located in the service indus往y，media and the arts just advertising to achieve the purpose of carrier services, methods and tools. Advertising as企omindependent news media in emerging industries, in the context of the modem service indus位yhas become the focus of China’s industrial development direction, the service value of modem advertising services must be inheritance and development. Focus is on the scientific understanding of the properties from the advertising indus町，connotation of modem advertising services to exceed customer expectations satisfaction experience as the goal, to improve the effectiveness of modem advertising services thro~gh intelligence service innovation and cross-border integration. Key words: advertising; services; core values; modem advertising services 广告产业的本质属性与定位既是广向。世人对广告本质的;争论却一直没与艺术观争论的起源和发展，分析双方告的理论问题，更是实践问题，它关系有定论;的根源在于对广告分析陷入了的观点和广告业发展历程，提出了服务到广告理论研究逻辑起点的确认、广告重形式、轻内容，重现象、轻本质的思是广告产业本质与核心价值的论断，并理论体系的建构和广告产业发展的走维困境。