论“全球广告史”的理论基础与学科建构

The Theoretical Basis and Construction of Global History of Advertising

"广告"一词的内涵和外延从古至今不断变化,在广告产业价值链被重构的当下,对"前现代广告形态"的回溯及其现代广告发展历程的梳理,不仅具有文史研究的学术意义,也能促使我们对当下的广告发展进行反思。广告史研究有多重维度,无论在欧美、亚洲还是其他发展中国家,都有来自从业者所做的史料梳理,也有来自广告学、历史学、文学、社会学等各领域的研究者贡献的智慧。中国的广告史研究和教学早期都停留在简单的史料堆砌上,且中国和外国的二分法忽略了广告产业发展中的一些共性。因此,笔者提倡一种"全球广告史"的视角,并在其中坚持中国广告产业的主体性,在明确中国广告产业发展特殊性的前提下,探索全球产业发展的普遍规律。

The definition and implication of ADVERTISING vary from time to time.To date, as the advertising value chain is completely reformed, reflections and insights are necessary.As a result, a retrospection into the forms of premodern advertising and acompilation of the developing course of modern advertising in different nations can provide not only academic value but implications for contemporary advertising.The advertising history study can be undertaken from diverse perspectives.Both advertising practitioners and scholars from various disciplines such as advertising, history, literature and sociology contribute to the advertising history.In China, early advertising history studies remain to be simple compilation of historical materials, and some common features with other countries were neglected because the histories were separately articulated.On this account, we appeal a perspective of global advertising history while insist on the subjectivity of China advertising industry.We aim at probing into the general tendencies at the presumption of the unique course of China advertising development.