国货运动对西方近现代广告观念在中国本土化构建的积极意义  

Domestic Product Campaign Compared with Western Modern Advertising Perception in China

作　　者：杨紫晨 

机构地区：[1]北京大学新闻与传播学院

出　　处：《广告大观（理论版）》2018年第1期96-102,共7页Journal of Advertising Study

摘　　要：杰克逊·李尔斯(T.J.Jackson Lears)在《丰裕的寓言》一书中提到的核心问题是,以刺激感官和引导消费为目的的现代广告为何诞生在由清教徒建立的美国?在李尔斯问题意识的启发下,笔者将美国的广告文化视角转向了中国的广告社会视角,从国货运动的报刊广告出发,提出了三个矛盾,分别是国货运动的自身性质与宣传方式、宣传内容和广告主的外商存在的矛盾,通过对矛盾的逐一解决得出结论 :国货运动对西方报刊广告的接受不仅没有造成世界文化的同质化,反而促进了多元化,从客观上带来了西方近现代广告观念在中国的进入与本土化发展。The key question mentioned in Fables of Abundance of Lears is why the modern advertising aimed at sensory stimuli and stimulating consumption started in America founded by pilgrims. Inspired by Lears＇ s critical analysis, this article transfers the view from the perspective of America＇s advertising culture to that of Chinese advertising social activities. Based on newspaper ads in the domestic product movements, this article puts forward three contradictions of domestic product movements related to publicity methods, publicity contents and foreign advertisers. After resolving three contradictions, this article comes to the conclusion that using newspaper advertisements for domestic products didn＇t lead to cultural homogenization. Instead, it promoted cultural diversity and had positive effects on the localization of western modern advertising concepts in China.

关 键 词：国货运动 广告 矛盾 本土化 

分 类 号：F713.8[经济管理—广告]