探索广告学知识体系建构的中国道路--读石晨旭教授《破局与转型--市场经济与中国广告业变革》  

Exploring the Chinese Way of Building the Knowledge System of Advertising Research:Reflection on Professor Chenxu Shi's“Breakthrough and Transformation:Market Economy and the Reform in Chinese Advertising Industry”

作　　者：李彪[1] Li Biao

机构地区：[1]中国人民大学新闻学院

出　　处：《现代广告》2023年第19期18-22,共5页Modern Advertising

摘　　要：随着中国市场经济的发展和文化自信的不断提升,中国广告学科自主知识体系建构工作也逐步开展起来。青岛科技大学教授石晨旭著《破局与转型--市场经济与中国广告业变革》一书在广泛开展调研的基础上,深度剖析了90年代市场经济制度确立与中国广告业变革之间的关系,聚焦于20世纪90年代中国本土广告公司这一特殊群体的发展研究,创新综合使用多种研究方法,对发展广告学市场性要素进行了理论建构,对探索中国广告学科自主知识体系建构作出积极的尝试。With the development of China's market economy and the continuous improvement of cultural confidence,the construction of independent knowledge system in the field of advertising in China has gradually begun.Based on extensive research,Professor Shi Chenxu from Qingdao University of Science and Technology's book"Breaking the Board and Transformation-Market Economy and the Transformation of China's Advertising Industry"deeply analyzes the relationship between the establishment of the market economy system in the 1990s and the transformation of China's advertising industry.It focuses on the development research of a special group of local advertising companies in China in the 1990s,using innovative and comprehensive research methods,We have attempted to construct a theoretical framework for the development of market-oriented elements in advertising,and have made positive attempts to explore the construction of independent knowledge systems in the field of advertising in China.

关 键 词：发展广告学 广告史 自主知识体系 研究方法 

分 类 号：G63[文化科学—教育学]