新中国广告导向70年变迁:基于《人民日报》报道的分析  

The Transition of Advertising Orientation in 70 Years of the PRC--Based on Analysis of People’s Daily Reports

作　　者：宫效喆 赵新利[2] Gong Xiaozhe;Zhao Xinli(Advertising College of Communication University of China,Beijing,100024;Hainan International College of Communication University of China,Beijing,100024)

机构地区：[1]中国传媒大学广告学院,北京100024 [2]中国传媒大学海南国际学院,北京100024

出　　处：《现代广告》2021年第20期30-37,64,共9页Modern Advertising

基　　金：国家社科基金一般项目“中国广告40年”(项目编号:18BXW106)的系列研究成果。

摘　　要：广告是时代的镜像,广告导向反映了党和国家在广告发展过程中发挥的监督者、引导者、教育者作用。本文以新中国成立70年来《人民日报》共计2361条与“广告导向”相关的记录为研究对象,分五个历史阶段呈现了广告导向的不同面貌和轨迹。70年来,广告的政治导向经历了关注广告的阶级属性、讨论广告的“姓社姓资”、创造中国特色广告体系、助力社会主义精神文明建设等不同阶段;广告监管导向得到坚持,对不良广告的批判和广告监管的呼吁从未间断。当前,广告导向进入新阶段,逐步形成较为完善的体系。Advertising witnesses the vicissitudes of epoch,and the orientation of advertising reflects the role played by party and state in the development of advertising which is a supervisor,leader and educator.This article presents different aspects and trajectories of advertising orientation in five historical stages,taking 2361 records as the research object which is related to“advertising orientation”in the People’s Daily since the founding of the PRC 70 years ago.Over the past 70 years,the political orientation of advertising has gone through different stages such as paying attention to the class attributes of advertising,discussing the question of“belonging to socialism or capitalism”of advertising,creating an advertising system with Chinese characteristics,and contributing to enhance the social construction of ideological infrastructure.The regulatory orientation of advertising continues.People’s Daily has never stopped criticizing undesirable advertisements and calling for advertising supervision.Now,the advertising orientation has entered a new stage,and a relatively complete system has been gradually formed.

关 键 词：广告导向 《人民日报》 70年 内容分析 

分 类 号：G206[文化科学—传播学] F713.82[经济管理—广告]