论中国当代广告话语变迁的历史轨迹  

The Historical Track of Discourse Change of Chinese Contemporary Advertising

作　　者：杨海军[1] 张雯雯[1] 

机构地区：[1]华东师范大学传播学院,上海200241

出　　处：《山西大学学报（哲学社会科学版）》2016年第2期79-85,共7页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家社会科学基金项目"中国当代广告舆论传播与话语变迁研究"(1979-2009)(14BXW075)

摘　　要：广告话语是特定社会环境下,由广告传播活动引发、产生和形成的广告语言和广告语境的总和。广告语言呈现和广告语境形成,使改革开放三十年来中国当代广告史的发展呈现出鲜明的时代特征。阐释广告话语的概念,解读广告话语的研究维度,分析广告话语对广告发展的影响,勾勒广告话语变迁的历史脉络,可以更好地理解中国当代广告发展的规律和特点。In specific context,advertising discourse is composed of advertising language and advertising situation,which is caused,produced and formed by advertising communication. The presentation of advertising language and the form of advertising situation make the development of Chinese contemporary history of advertising in the 30 years of reform and opening- up present a distinct characteristic of times. Explaining the concept of advertising discourse,interpreting the research dimensions of advertising discourse,analyzing the influence of advertising discourse on the development of advertising and drawing the outline of the history of advertising discourse changes can make us better understand the regulations and characteristics of the development of Chinese contemporary advertising.

关 键 词：当代广告 话语变迁 历史轨迹 广告史研究 

分 类 号：G206[文化科学—传播学] J524.3[艺术—艺术设计]