20世纪世界广告理论研究的三个维度

Three Dimensions of the Study of the Advertising Theory in the 20^(th) Century

20世纪世界广告理论是一个相对独立的整体概念,这为广告史"断代"研究提供了必要条件和充分可能。广告理论中最基本的三个要素是人、术、物。从人的维度讲,20世纪世界广告理论的发展经历了"生产者"、"创意者"、"消费者"和"相关者"四个阶段;从术的维度讲,20世纪世界广告理论的发展经历了"推销术"、"形象术"、"眼球术"的三个阶段;从物的维度讲,20世纪世界广告理论可以分为"推销产品"和"塑造品牌"两个阶段。"四分法"、"三分法"和"二分法"的动态断代模式突破了以往广告史研究中单维度断代的模式,有助于对20世纪世界广告理论的发展进程进行多维度、多层面的立体探查,并对21世纪广告理论的转型做出展望。

The advertising theory in the 20th century is a complete concept .It gave us necessary conditions and possibility to study this project .The main factors of advertising theory are people , strategy and object .The advertising theory in the 20th century had different dimensions if we look this project with different point of view ,such as we can distinguish it into different stages .The new study of this project gave new conclusions and theories to this field .