改革开放四十年广告创意模式的发展变迁  

Development of Advertising Creative Model in the Past 40 Years of Reform and Opening Up in China

作　　者：刘晓英[1] Liu Xiaoying

机构地区：[1]华南理工大学新闻与传播学院

出　　处：《广告大观（理论版）》2020年第2期77-82,共6页Journal of Advertising Study

基　　金：华南理工大学中央高校基本科研资助项目“广东省新媒体与品牌传播创新应用重点实验室”(X2XCD2133060)阶段成果。

摘　　要：改革开放四十年间,中国社会、媒体与技术发生了巨大变化,广告创意模式亦随之变迁。传统媒体时期,广告创意秉持无差别传递信息的假设;新媒体崛起时期,广告创意关注交互体验;智能媒体时期,广告创意偏重价值贡献。During the past 40 years of reform and opening up,great changes have taken place in Chinese society,media,technology and advertising creative mode.In the traditional media period,advertising creativity adheres to the assumption that information is transmitted without difference.In the age of new media,advertising creativity pays more attention to interactive experience.In the era of intelligent media,advertising creativity emphasizes"value contribution".

关 键 词：改革开放 广告创意 传统媒体 新媒体 

分 类 号：F713.8[经济管理—广告]