“本土广告公司”的兴起与衰微——中国广告产业宏观制度变迁的文化表征

The Rise and Decline of“Local Advertising Company”:The Cultural Representation of the Macro-Institutional Change of China's Advertising Industry

在当代中国广告史研究中,“本土广告公司”是一个无法绕开的研究对象。在中国当代广告产业的发展历史中,它曾扮演了与外资公司分庭抗礼的角色,是中国广告生产制作与文化竞争的重要力量。本文希望超越案例层面的广告文本分析,结合文化研究与产业研究的视角,将“本土广告公司”这一概念视为广告产业变迁的文化表征进行分析。本文通过对20世纪90年代以来中国本土广告公司发展历史的回顾,阐述“本土广告公司”这一概念的兴起与衰微的过程,以及其背后所代表的中国广告产业宏观制度的变迁线索,并在此基础上对未来中国广告公司的发展提出思考与启示。

In the study of modern Chinese advertising history,“local advertising company”is an important research object.In the development history of modern China's advertising industry,it once competed with foreign companies,and was an important force in China's advertising production and cultural competition.This paper hopes to go not only the case study of advertising text analysis,but also combining the perspective of cultural research and industry research,to analyze the concept of“local advertising company”as the cultural representation of the advertising industry change.Therefore,through the review of the development history of the advertising company,this paper expounds the rise and decline of the concept of“local advertising company”,as well as the change of the macro-system of the Chinese advertising industry represented on this basis.