广告学科发展及其研究范式转型

The Development of Advertising Dicipline and the Study Paradigm Shift

随着广告的发展,广告所承担的使命和价值不仅仅是商业信息的传输或市场营销的工具,更是"社会场域"当中各种社会力量之间冲突或博弈的载体。广告研究也就并不是传统广告研究当中的"营销劝服"或"媒介传播"的独占对象,而是一种综合性的社会、经济、文化现象,需要从多学科、多角度进行研究。而当广告作为社会化机制融入社会生活当中的时候,它所能展现的可能性使得广告的研究版图必须向更大的社会学板块"漂移",广告研究也就必须经历一个"社会学转型"。

As the decipline develops, advertising appears not only undertaking the mission of business information transmition and the tool of marketing, but also containing the gaming and conflict among various communities in the social field. Therefore, the advertising study was no longer the exclusive target to marketing persuade or media communication, but an comprehensive phenomenon involved social, economic and culture, which should be explored from various angles and subjects. It is ossibly unexplained given the knowledge of marketing and communication when the advertising is integrated into the society as a type of social mechanism. Naturally, the advertising exploration is expected to spread out to the vast sociology crust, which turns out to be a shift to the sociology.