新时期以来国外广告著作引进的传播价值与理论反思

The Communication Value of and Theory Reflection on the Introduction of Foreign Advertising Books(Since the New Era)

理论的价值在于明确行动的旨归、改善行动的技术、提升行动的境界。新时期以来,国外广告著作的引进是一道独特且具有重要价值的传播景观,在我国广告发展史上产生了广泛而深远的影响,对广告业界的职业自信、经验启发、行业规训,广告学界的思想启蒙、知识养成与理论引导,对广告教育的观念变革、经验参考、填补空缺等,都具有理论与实践上的双重借鉴意义。对国外译著传播价值进行思考的意义:一方面,可以适切性为视角全面梳理总览其传播价值;另一方面,也可深入盘点其理论与我国广告理论及实践的疏离性,强化我国广告学自主知识体系、话语体系建构的重要性与必要性认知。

The value of theory is to clarify the purpose of action,improve the technology of action,and enhance the realm of action.Since the new era,the introduction of foreign advertising books is a unique and important communication landscape,which has produced a wide and far-reaching impact on the history of advertising development in China,and has a dual reference significance in theory and practice for the profession's self-confidence,experience,industry regulation,enlightenment of advertising thought,knowledge development and theoretical guidance in the field of advertising,as well as filling the gap in advertising education.The significance of exploring the value of foreign translated works is that,on the one hand,it is possible to comprehensively sort out and overview their dissemination value from the perspective of relevance;on the other hand,it can also delve into the separation of its theory from the theory and practice of advertising in China,and enhance the awareness of the importance and necessity of constructing an independent knowledge system and discourse system of advertising in China.