爱国主义与商业利益的交织:两次世界大战中的美国广告业  

The Interweaving of Patriotism and Commercial Interests: American Advertising Industry During the World WarⅠ&Ⅱ

作　　者：葛在波 

机构地区：[1]岭南师范学院文学与传媒学院

出　　处：《广告大观（理论版）》2017年第6期90-96,共7页Journal of Advertising Study

摘　　要：本文分析和论述两次世界大战期间美国的广告业在服务国家战时经济建设、动员民众支援前线、鼓舞国民士气等方面所发挥的重要作用;指出美国广告业在两次世界大战中的这种表现实际上是受到了两股力量的驱动:其一是爱国主义情怀;其二是商业利益动机。在整个战争期间,这两股力量始终如影随形、深度交织。论文还就两次大战中美国广告业的爱国表现所给予我们发展当前中国广告尤其是公益广告的启示以及其它问题进行了初步的思考。This paper analyses and discusses the important roles that the U.S. advertising industry played in serving the nation＇s economic growth, mobilizing people to support front lines and inspiring people＇s moraLe during the two world wars. It also points out that the performance of the U.S. advertising industry during the two world wars was driven by two forces. One is patriotism, the other is commercial, interest motivation. And, in the whole process of the two world wars, the two forces were all the time closely associated and deeply interwoven together. At the same time, from such performance of the U.S. advertising industry during the two world wars, the paper has made some initial, thoughts over the inspirations for China＇s advertising, particultarly the publtic service advertisements deveLopment and other problems.

关 键 词：公益广告 世界大战 爱国主义 商业利益 美国广告业 

分 类 号：F713.8[经济管理—广告]