公共选择对中国广告产业发展的影响初探  

A Preliminary Study on Influence of Public Choice on Advertising Industry Developments in China

作　　者：邬盛根[1] 黄卫宁 

机构地区：[1]安徽大学新闻传播学院广告学系 [2]安徽大学新闻传播学院

出　　处：《广告大观（理论版）》2017年第6期13-23,共11页Journal of Advertising Study

摘　　要：我国现在广告产业发展至今已近40年,仅关注广告产业经济性而忽视其公共性的研究模式已经不再具有普适性。在以往的广告产业相关研究中,学者的研究主体通常为广告产业的直接利益者主体,即广告主、广告公司与广告媒体。本论文试将从另一种视角出发,借助政治经济学领域内的公共选择理论,厘清了广告产业的公共选择的"经济人"角色,分析处于广告产业主体外延的公共选择者,从广告产业的公共性呈现出发,讨论公共选择者对广告产业发展的利益诉求及其影响。It has been nearly 40 years since the development of advertising industry in China, and it is no longer universal for the research model to focus on the economics of advertising industry but ignore its publicity. In the previous research on advertising industry, the research subjects usually are the direct stakeholders of advertising industry, which are advertisers, advertising companies and advertising media. This paper tries to clarify the role of ＂economic man＂ of advertising industry＇s public choice from another perspective, using the public choice theory in the field of political economy. From the public presentation of advertising industry, this paper analyzes the public choosers beyond the main subjects in the adverting industry, and discusses the public choosers＇ appeals to the benefit of advertising ndustry＇s development and their influence.

关 键 词：广告产业 公共选择 经济人 

分 类 号：F713.8[经济管理—广告]