媒介技术与广告形态的历史变迁

Historical Changes of Media Technology and Advertising Pattern

广告发展与传播的历史就是人类在生活、生产和交往活动中不断创造和使用新的媒介技术的历史,是社会信息系统不断发达、走向完善的历史。沿着媒介产生和发展的历史脉络,迄今为止有据可查的人类广告演进与传播活动,可以区分为四个发展阶段,即语言技术时期、印刷技术时期、视听技术时期、网络技术时期。从技术层面上讲,这四个时代的划分是科学技术发展的四次飞跃。不过,这个历史进程并不是媒介依次更替的过程,而是一个渐进变迁的迭代过程。

The history of advertisement's development and propagation was actually formed by the updating media technology in the producing and communicating activities of mankind,which has reflected the gradual perfection of social information system. The development process above can be divided into four stages via tracing the evolution of media and media technology,such as language technology stage,printing technology stage,audio-visual technology stage and network technology stage. If the historical connection between these four stages is examined with the perspective of technology changes,it can be defined as the leap of scientific technology development. What should be identified clearly is that this historical process is not a inflexible substitution according to the time order but a progressive change.