论现代服务背景下广告产业的本质及走向——兼谈区别于新闻传播的广告产业本质

On the Nature of Advertising and Its Direction Under the Modern Service Industry——Also on the Advertising Industry is Essentially Different from the News Media

广告产业的本质属性与定位关系到广告理论研究逻辑起点的确认、广告理论体系的建构和广告产业发展的走向。广告产业的本质和核心价值应定位于服务,媒介和艺术只是广告为实现服务目的的载体、方式和工具。广告作为从新闻传播独立出来的新兴产业,在现代服务业成为中国产业重点发展方向的背景下,现代广告服务的服务价值必须得到传承和发展。重点是要从广告产业属性科学认识现代广告服务内涵,以超出客户预期满意体验为目标,通过智力服务创新和跨界融合来提升现代广告服务效果。

Advertising industry essential attributes are related to advertising and positioning theory logical starting point towards the construction and development of the advertising industry advertising theoretical system. The essence and core value of advertising should be located in the service industry, media and the arts just advertising to achieve the purpose of carrier services, methods and tools. Advertising as from independent news media in emerging industries, in the context of the modem service industry has become the focus of China＇s industrial development direction, the service value of modem advertising services must be inheritance and development. Focus is on the scientific understanding of the properties from the advertising industry connotation of modem advertising services to exceed customer expectations satisfaction experience as the goal, to improve the effectiveness of modem advertising services through intelligence service innovation and cross-border integration.