广告学学科体系制度化建构  

On the Institutionalized Construction of the Discipline System of Advertising

作　　者：高磊[1] Gao Lei(School of Liberal arts,Huaibei Normal University,HuaiBei 235000,China)

机构地区：[1]淮北师范大学文学院,安徽淮北235000

出　　处：《黑河学院学报》2021年第7期77-79,共3页Journal of Heihe University

基　　金：安徽省高校人文社会科学研究重点项目“广告学学科体系制度化建构研究”(SK2018A0350)。

摘　　要：通过对广告学科行业制度化、教育制度化、研究制度化的梳理,确立广告学科体系建构的规范。系统梳理创意革命时期的广告创作理念,区分广告创意与广告创作,将广告创作过程规范化。从历时性视野对广告研究进行系统梳理,将广告思想进行整理和归纳,明确广告学科建立的标志与规范。This paper establishes the norm for constructing the discipline system of advertising by analyzing the institutionalization of advertising in terms of its industry,education and study.The process of advertising creation gets standardized by sorting out creative thoughts and distinguishing advertising originality and advertising creation in the creative revolution period.To sum up,this paper makes a systematic review of the research on advertising,and makes an arrangement and induction of advertising thoughts,so as to defi ne the signs and norms for the construction of advertising discipline.

关 键 词：广告学 学科体系 规范化 制度化 

分 类 号：G640[文化科学—高等教育学]