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在现代广告机制的形成过程中,广告观念的生发是推动广告发展的根本。本文以同为汉字文化圈且最早实现广告现代化的日本为例,剖析了其广告观念从无到有的系统化建构过程。其中最为核心的是对广告功能以及广告价值的认知演变,从而推进了广告有效性、广告批评、广告道德等观念的衍生,进一步带动了广告表现、广告产业等相关领域的发展,为现代化广告机制的形成打下了坚实的基础。
In the formation of modern advertising mechanism, the development of advertising ideas is to promote the development of advertising. In this paper, Japan, the earliest realization of advertisement modernization with the same cultural circle of Chinese characters, analyzes the systematic construction process of its advertising concept from scratch. One of the most important is the cognitive evolution of advertising functions and advertising value, thus promoting the concept of advertising effectiveness, advertising criticism, advertising ethics and so on, and further promote the development of advertising performance, advertising industry and other related fields for the modernization of advertising The formation of a mechanism laid a solid foundation.