广告理论百年回眸

A Century Retrospect in Advertising Theories

自 2 0世纪初广告学科出现以来 ,经历了学科的建立、成熟和创新三个阶段。期间形成了以情理广告派、芝加哥广告学派、USP学派、美术指导——文案学派、广告古典主义学派等流派和广告调查策略、广告目标、广告人素质、广告定位等理论思想。这些广告流派和广告思想对于广告学科的成型和完善 ,对于广告产业的发展起过积极的作用。

Since its occurance at the beginning of the 20th century, the science of advertising has experienced three stages__its establishment ,maturation and innovation__and witnessed a series of academic schools__the reasonablism, the Chicagoism, the USP, the Artistic__Verbalism, the Classics, etc..Meanwhile, it developed various theories such as advertising investigating tatics,advertising goals, advertising personnel qualities, advertising positioning and so forth. All these theories helped in different degrees in the shaping and improving of advertising as well as the development of the advertising industry.