现代“广告”观念的中国旅行--基于全球传播思想史的视角  

The Journey to China of Modern “Advertising” Concept:From the Perspective of the Intellectual History of Global Communication

作　　者：祝帅[1] ZHU Shuai(School of Journalism and Communication,Peking University,Beijing 100871,China)

机构地区：[1]北京大学新闻与传播学院,北京100871

出　　处：《山西大学学报（哲学社会科学版）》2020年第3期41-47,共7页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：北京市社会科学基金重大项目“北京广告七十年(1949—2018年)”(17ZDA24)。

摘　　要：广告的历史发展既是内部自律发展的结果,也是在诸多外部因素的影响下促成的。这提醒我们在对传统广告与现代广告进行思想史分期的时候,既要联系当时的历史语境,也要以发展的眼光结合现代广告的特征进行分析。在西方,广告业经过了公益服务、广告掮客、媒介代理、全案代理等曲折发展的阶段,完成了从古代广告基本形态向现代广告理念的历史巨变,历时17-20世纪将近400年才最终完成。对于中国而言,这场"古今之变"的接受历史被压缩在了20世纪之内,中国广告业在短短的百年间完成了自身主体性的建设。中国的现代广告业既带有自身鲜明的特点,也反映出全球广告业的一般规律,成为我们思考全球广告史时的一个重要案例。The history of advertising is not only the development of itself,but also the result of many external factors. This reminds us that when we divide the intellectual history of traditional advertising and modern advertising,we should analyze both the historical context at that time and the characteristics of modern advertising from the perspective of development. In the West,the advertising industry has gone through the zigzag stages of public service,advertising brokers,media agents,and full-case agents. It has completed the great historical change from the basic form of ancient advertising to the notion of modern advertising. It had lasted for nearly 400 years from the 17 th to20 th centuries in the Western context. For China,the acceptance history of this "ancient to modern changes"has been compressed in merely 100 years in the 20 th century,and China’s advertising industry has completed its own subjectivity construction in a short period. However,China’s modern advertising industry not only has its own distinct characteristics,but also reflects the general laws of the global advertising industry,which has become an important case when we talk about the global history of advertising.

关 键 词：全球广告史 广告思想史 “古今之变” 代理制 广告 

分 类 号：G206[文化科学—传播学] F713.80[经济管理—广告]