广告学的学科结构和跨学科演进走势

Disciplinary Structure and Interdisciplinary Evolution Trend of Advertising

广告学自20世纪70年代末第二次被引进中国大陆以来,在社会需求的强力拉动下获得了快速发展,成为一个颇具活力的多边缘学科群组。归属于广告学的数十门分支学科,按照具体研究对象、生成区位的差异,目前可以相对地区分为概观类、行业领域类、内容载体类、实务操作类、管理经济类、边缘交叉类等七个学科系组。今后一个时期,广告学在跨学科的潮流中将呈现发散与收敛互为补充的双向演进走势,一方面与其他学科相互渗透以建立新的边缘交叉分支学科,另一方面以普通广告学为核心汇聚并升华各门分支学科的研究成果以建立渐趋完善的理论体系。

Driven by the strong demand from the society, advertising has rapidly developed into a cross-disciplinary field of active interactions and applications since its re-introduction into China’s mainland in the late 1970 s. According to specific objects of study and different criteria of typology, the many themes attributed to advertising can be roughly divided into seven disciplinary groups, namely, general theories, industry-specific advertising, content-media advertising, practice-oriented advertising, advertising management and economics, and cross-disciplinary advertising. In the future, the boundary of advertising will be simultaneously enlarged and narrowed in the general trend of cross-disciplinary development. On the one hand, advertising will interact with other disciplines and give birth to new branches of cross-disciplinary fields of study;on the other, with conventional advertising as the core, may converge and sublime the research achievements of various disciplinary branches, so as to establish a gradually perfecting theoretical system.