广告界定与中国奴隶社会广告的再思考  

Advertising definition and thoughts of slave society advertisements in China

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）》2013年第6期97-101,共5页Journal of Advertising Study

摘　　要：广告定义是广告理论探讨的基本问题之一,作者在今天广告理论界与广告史学界对广告思考的基础上提出广告其实是特定的广告主为了实现某种的社会效益(政治、经济或社会管理等)而采取的一种有效沟通的方式。并藉此,结合中国奴隶制时代的剧烈变革对当时社会的政治、经济管理活动领域中的广告做进一步的思考,得出此时的广告是帝王等统治者或商人们根据特定的目的和需要,对人类社会文化的再创造或再利用。Definition of the advertising is one of the most essential problems on the advertising theory. The author draws lessens from many experiences in theoretical and historical circles of the advertising and proposes a new definition. That is, the advertising is someone uses some effective methods of communication, whose purpose is to realize some kinds of special social benefit And then, linking to the violent social change on the slave society of china, the author thinks deeply about the political advertising and the economical management advertising at that time. And last the author makes an conclusion that the advertise at the sl.aving time was to recreate or utilize the social, culture again, according to those people＇s special purposes and requirements. Of course, those people was emperors some governors and businessmen at that time

关 键 词：广告界定中国奴隶社会广告再思考 

分 类 号：K22[历史地理—历史学] F713.8[历史地理—中国史]