| 20世纪广告传播理论的发展轨迹 |
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| 引用本文： | 阮卫.20世纪广告传播理论的发展轨迹[J].国际新闻界,2001(6). |
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| 作者姓名： | 阮卫 |
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| 作者单位： | 武汉市江汉大学中文系 武汉，430019 |
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| 摘 要： | 广告传播理论的起步、发展及走向成熟都集中于 2 0世纪的美国。随着社会的变迁、营销理论及传播理论的发展 ,广告传播理论亦实现了从“以产品为中心”向“以消费者为中心”的飞跃。这一飞跃使现代广告逐渐脱离了单纯推销商品的特性 ,朝着人本主义的方向迈进
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| 关 键 词： | 20世纪 广告传播理论 发展轨迹 |
Development traces of advertisement communication theory in 20th century |
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| RUAN Wei.Development traces of advertisement communication theory in 20th century[J].Journal of International Communication,2001(6). |
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| Authors: | RUAN Wei |
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| Abstract: | The origin,development and maturation of advertisement theory were highlighted in the 20th century in the US.With the changes of the society as well as the development of marketing and communication theories,advertisement theory has been tremendously advanced.Its focus has shifted from products to consumers.As a result of this great forward,the function of advertisement has transcend mere sales promotion and becomes more human. |
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| Keywords: | the 20th century advertisement theory development |
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