未曾空白的历史——《中国对外贸易》杂志广告研究(1956-1964)  

Research of advertising placement on "China Foreign Trade" magazine(1956-1964)

作　　者：卿婧[1] 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2008年第4期52-66,共15页Journal of Advertising Study

摘　　要：中国外贸广告,是中国改革开放前特殊历史背景下的产物,具有鲜明的时代特征。外贸广告对中国广告业的延续和传承作用巨大,并在广告史研究中有着极其重要的价值。然而,对改革开放前的外贸广告研究却一直是个空白。本文将1956-1964年《中国对外贸易》杂志中的广告作为案例,进行整理分析,并了解当时中国外贸广告的概况和特点,从而进一步认识外贸广告这一时代产物与当时社会背景的关系,以及外贸广告在政治、经济、文化等领域的价值。对这个阶段外贸广告的深入分析最具价值之处还在于,该研究对广告史分期中将1949年到1979年定义为广告空白期的定论做出了有力反驳。The foreign trade advertisement of China （FTAC） is a production of the special historical context with distinct characteristics of rimes. Before China launched the reform and opening-up had it showed up. FTAC has something crucial to do with the continuation and inheritance of the advertisement industry of China. FTAC plays a extremely valuable role in the research on the advertisement history, however, nobody has research on FTAC. This paper tries to give a general introduction to FTAC and find out its features by analyzing the collected advertisement of Foreign Trade of China 1956-1964, in order to further develop the understand of the relations between FTAC and the social context in the period and the values that FTAC brought to politics, economics, cultures, etc. It has shed a light on the foreign trade advertisement of that stage, which has the best value to the analysis, that a strong argument has been given to the conclusion that the year 1949 to 1979 was defined as a period of advertisement of vacancy by advertisement history.

关 键 词：广告史 《中国对外贸易》 广告研究 广告史分期 

分 类 号：F713.8[经济管理—广告]