A Study of the Advertising Education and Research during the May 4th Movement
- 新闻传播－已发表论文 
五四时期(1917-1927)是近现代史上具有开创意义的年代,这一时期中国的广告教育从无到有,渐趋活跃,为当时的广告界培育了大批人才,同时也奠定了现代广告教育多种模式的特点和学科属性。广告"学"的研究也提上日程,专著与研究论文蔚然风起,这些都促使20世纪二三十年代的广告业蓬勃发展。但是,由于工商界及普通民众对广告的认识仍显不足,广告失范现象严重,使得这种研究方兴未艾,还未形成风气,就如短暂的春天转瞬即逝。【英文摘要】The May 4th Movement witnessed the significance for the advertising education in modern Chinese history. During this time, advertising education developed quickly, and cultivated large quantities of talented people for advertising industry. Advertising research which featured with the monograph and the research paper, also appeared. These all contributed to the flourish of advertising industry from the 1920s to the 1930s. However, because the business community and the ordinary people lacked understanding of advertising, the advertising research was short-lived.