广告营销功能观的历史变迁与现代转型

Historical Change and Modern Transformation of the Outlook on Marketing Function of Advertising

在广告发展的历程中,为了适应社会经济的不断发展,广告的营销功能观走过了从告知、劝服再到诱导的发展阶段。然而,诱导功能的不断张大使广告的发展走向了误区。面对现代广告发展的窘境,广告的营销功能观亟待转型。与传统媒介时代相比,数字与网络传播技术的发展给广告告知功能的回归带来了现实的可能性。

In the process of advertising development, the outlook on marketing function of advertising has gone through three stages from informing, persuading to luring to adapt to the progress of society and economy. However, the expanding of luring function leads advertising to misuse. This paper proposes that in a sense, the informing function is one of the core functions of advertising, especially in the era when consumer sovereignty is becoming increasingly steady. Facing the embarrassing situation, the outlook on marketing function of advertising needs change. Compared with traditional media, the development of digital technology and network will make the return of inform function into reality.