新时期以来国外广告著作引进的回顾与反思——基于1981—2021年广告学著作译介的统计分析

A Review and Reflection of Indtroducing Overseas Advertising Books since the New Period

在我国广告学的知识生产与传播中,国外著作的译介与引进具有十分重要的借鉴意义。文章对新时期以来国外广告著作的译介引进情况进行了全面统计分析。研究结果显示,译著内容涵括面广,引进数量逐渐增多,经典著作多次再版;作者兼有业界、学界双重身份,作者国别以美、英、日、德为多;引进路径也随时间延长而发生明显变化。文章认为,广告著作的译介引进应坚持“经典”与“借鉴”兼顾、“术”与“学”并重、“多样”与“独特”统筹等原则,以此赢得译著传播效果的最大化。

Overseas advertising books play an important role in the production and dissemination of knowledge in China's advertising.Using quantitative statistical analysis methods,the article presents a comprehensive analysis of the translation and introduction of overseas advertising books since the new period.The study has found that the translated books have a wide range of contents,the number of imported books has gradually increased,the classic books have been reprinted many times,authors have both industry and academic backgrounds,most authors are from the USA,the UK,Japan and Germany,and the path of introduction has changed from"the Taiwan region first,then Chinese mainland"to directly introduced by mainland scholars.In order to maximize the dissemination effect of the translated books we should keep the balance of"classic"and"reference","application"and"theory","diversity"and"uniqueness".