中国广告学术研究的三大主流语境

The three Mainstream Contexts of Chinese Advertising in Academic Research

广告文明与和谐社会构建、新媒体与新广告、广告创新与产业升级共同汇聚了当前中国广告学术研究的三大主流语境。广告文明与和谐社会构建这一主流话题所关注的是广告伦理的失范与重构等显性问题,网络媒介的主流化和手机功能的泛媒介化是推动中国广告业发展的新兴动力,广告创新和产业升级是实现中国广告可持续发展的新支点。

Advertising civilization and the building of a harmonious society, the new media and new advertising, advertising innovation and industrial upgrading gather into three main context of current China advertising academic research. Advertising civilization and the building of harmonious society, constructing the mainstream topics were concerned about the ethics of anomie and reconstruction of advertising such as dominant issues. The mainstreaming of internet media and the pan-media-oriented phone features are new .dynamics of promoting the development of China＇s advertising industry; advertising innovation and industrial upgrading are new fulcrums of achieving sustainable development of China＇s advertising