行业自治与社会认同——民国时期广告行业组织研究(1918-1949)

Industry Autonomy and Social Identity Research on the Organization of Advertising Industry in the Period of the Republic of China(1918-1949)

民国时期是中国现代广告业的肇始和快速发展时期,也是广告行业组织在全国范围内建立和初步发展的时期。然而,即使在当时的社会环境下,广告行业组织却未能像80年代以后那样在业内发挥重大的整合作用,甚至在整个民国时期都未建立起一个权威的全国性广告行业组织。对此,笔者采用文献分析法、历史分析法和案例分析法,基于对"共同体"理论的理解,梳理和分析四个典型广告行业组织的建立、发展和转化过程,试图解答一个主要问题:为什么民国时期没有建立起得到业内普遍认可的权威的全国性广告行业组织,以及已有的行业组织为什么没能发挥更大的作用。这项研究不仅有利于弥补之前有关民国广告史研究行业组织视角的空缺,还能从侧面反映中国广告业从传统走向现代的历史轨迹。同时,有助于我们在借鉴历史经验的基础上,构建起适应时代发展的行业管理制度飽现实意义。

The Republic of China was the beginning and rapid development period of China's modem advertising, and it was also the time for the nationwide establishment of advertising guilds. However, under such social background, advertising guilds have not been able to play a major role in integrating the industry as they did after 1980, even it failed to establish an authoritative national advertising organization during the period of the Republic of China. Therefore, the article mainly adopts the literature analysis method, historical analysis method and case analysis method, refers to the "community” theory, analyzes the establishment, development and transformation of four typical advertising guilds, in order to answer a major question: Why did not establish a national advertising guild which has been widely recognized in the industry during the Republic of China, and why those regional advertising organizations at that time failed to play greater roles? This study not only helps to make up the vacancy in the previous advertising research on the history of advertising guilds in the Republic of China, but also reflects the historical process of China's advertising industry from traditional to modem. What's more, taking history as guide, it will be helpful to establish suitable regulation on advertising industry nowadays.