| 中国广告学术研究的三大主流语境 |
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| 引用本文： | 杨海军,程广周.中国广告学术研究的三大主流语境[J].新闻界,2010(4). |
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| 作者姓名： | 杨海军 程广周 |
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| 作者单位： | 河南大学新闻与传播学院,开封475001; |
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| 摘 要： | 广告文明与和谐社会构建、新媒体与新广告、广告创新与产业升级共同汇聚了当前中国广告学术研究的三大主流语境。广告文明与和谐社会构建这一主流话题所关注的是广告伦理的失范与重构等显性问题，网络媒介的主流化和手机功能的泛媒介化是推动中国广告业发展的新兴动力，广告创新和产业升级是实现中国广告可持续发展的新支点。
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| 关 键 词： | 广告文明 创新 新媒体创意 产业升级 |
The three Mainstream Contexts of Chinese Advertising in Academic＇Research |
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| Yang Haijun,Cheng Guangzhou.The three Mainstream Contexts of Chinese Advertising in Academic＇Research[J].Press Circles,2010(4). |
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| Authors: | Yang Haijun Cheng Guangzhou |
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| Abstract: | Advertising civilization and the building of a harmonious society, the new media and new advertising, advertising innovation and industrial upgrading gather into three main context of current China advertising academic research. Advertising civilization and the building of harmonious society, constructing the mainstream topics were concerned about the ethics of anomie and reconstruction of advertising such as dominant issues. The mainstreaming of internet media and the pan-media-oriented phone features are new .dynamics of promoting the development of China＇s advertising industry; advertising innovation and industrial upgrading are new fulcrums of achieving sustainable development of China＇s advertising |
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| Keywords: | advertising civilization innovation new media creatiion industrial upgrading |
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