从广告源起思考广告的本质  

Study on Essence of Advertisement from its Origin

作　　者：刘敏多[1] 

机构地区：[1]闽江学院中文系

出　　处：《广告大观（理论版）》2012年第6期102-105,共4页Journal of Advertising Study

摘　　要：广告学界曾对广告究竟是源起于商品交易还是信息交流传播有过争议。但本人认为不论是哪种观点都未涉及广告的文化本质。为此,作者从广告与早期人类社会的情感生活相共生、广告随人类社会管理思想的萌生而发展以及广告伴随人类经济行为的发生而拓展,这三个方面论证了广告其实自始就是在人类生产、生活中出现的,具有明确传播目的的社会文化。There was an dispute on origin of advertising in academic circles, that is, advertising actually grew with the commodity trade or the information communication. But no matter how the views they took, the author thinks that none of them points out the culture essence of the advertising. So from three respects, she elaborates her opinions that advertising is a kind of phenomenon on social culture when it begins. First, the communication of advertising appears at the time of human emotion, it develops when the minds of social, management come into being and it expands while Human＇s economic action happens. Thus, the author claims that advertising＇s essence is a kind of social cutture of people＇s cl.ear communication motive in the process of human produce and Life.

关 键 词：广告源起 广告 本质 

分 类 号：F713.8[经济管理—广告]