时代话语与历史叙事的互为——“中国故事”背景下中国现代广告业的价值逻辑

The Interaction Between Times Discourse and Historical Narration——The Value Logic of China's Modern Advertising Industry Under the Background of "China Story"

中国现代广告业在其发展历程中形成了以"现实性切合"和"趋向性共为"的动态型价值逻辑,这一逻辑反映在40年现代广告业的三次价值生成与升级变迁当中。因此,中国现代广告业与中国社会发展的历程形成了时代话语与历史叙事的有机互为过程,促使中国现代广告业逐步从"工具意识""产业意识"向"社会意识"转型升级。在当前"中国故事"这一国家话语的宏大背景下,中国现代广告业也历史性地迎来了自身内在价值重构与行业生态转型的重大机遇。基于关联认知理论,需要从更加宏观的视野探讨中国现代广告业在其社会意识形成过程中的价值逻辑。

In the course of its development,China’s advertising industry has formed the dynamic value logic of'realistic fit'and'tendency together',which is reflected in the two changes of value generation and upgrading in advertising industry in the past 40 years.Therefore,the process of the development of China’s advertising industry and China’s social development has formed an organic interactive process between the discourse of the times and the historical narration,which has prompted China’s advertising industry to gradually transform from'tool consciousness','industrial consciousness'to'social consciousness'.Under the grand background of the current'China Story',China’s advertising industry has also ushered in a great opportunity of its intrinsic value reconstruction and industry ecological transformation.Based on the theory of relevance cognition,this paper discusses the value logic of China’s modern advertising industry in the process of forming its social consciousness.