The Development of China s Advertising Theories in the 20 th Century
- 新闻传播－已发表论文 
广告学在中国是一门新兴的边缘学科。本世纪２０ 年代开始，我国已有少量广告学的研究及教学活动。此后由于社会经济条件的限制，广告学科在旧中国并没有自己生存的土壤。新中国成立后，计划经济体制限制了广告学的发展。改革开放的春风，使中国的广告学理论研究呈现出勃勃生机，有关重大理论问题的探索和研究，为我国广告事业的发展以及广告人才的培养奠定了基础，并极大地提升了广告业的整体水平。我国广告学理论研究从无到有，在很短的时间内形成自己的理论体系，为市场经济发展壮大注入了活力，并逐步与国际广告界接轨。【英文摘要】The study of advertising is a relatively new subject in China. In the 1920s there were some research and education in this field. However,its development was hampered by the social and economic conditions in old China and by the planning economic system after the founding of new China. The reform and openning up policy has brought new life to the study of advertising.The successful studies of some important theoretical issues have not only set up a foundation for the further development of the industry and the education of professionals ,but also greatly raised its general standard. Starting almost from scratch ,China’s advertising research has formed its own theoretical system. While keeping up with the steps ofintemational advertising , it will give new impetus to the growth of China’s market economy.