论文部分内容阅读
当前,中国的传媒经济与广告产业的发展逐渐成为被关注和思考的对象,并开始作为一个明确的问题凸显出来。发展广告学是研究广告产业与传媒经济发展问题的理论体系,旨在分析和探讨中国广告与传媒产业发展的内在规律和特点,提炼影响产业发展的关键因素,解释变化的路径,判断各种现象的价值,及出现许多问题的原因。同时,探讨广告传媒产业与社会发展的关系。发展广告学并非跟随发展理论的潮流,追求学术时髦,意在提供新的分析框架,解决广告与传媒产业发展问题,更好推动理
At present, the development of China’s media economy and advertising industry has gradually become the object of attention and reflection, and it has begun to emerge as a clear issue. The development of advertising science is a theoretical system for studying the development of the advertising industry and the media economy. The purpose is to analyze and discuss the inherent laws and characteristics of the development of the advertising and media industry in China, to extract the key factors that affect the development of the industry, explain the path of change and judge various phenomena The value, and the reasons for many problems. At the same time, explore the relationship between advertising media industry and social development. Advertising development is not to follow the trend of development theory, the pursuit of academic fashion, intended to provide a new analytical framework to address the advertising and media industry development issues, and better promote the theory