作　　者： ;

机构地区： 岭南师范学院

出　　处： 《山西大学学报：哲学社会科学版》 2017年第1期91-98,共8页

摘　　要： 文章分析和讨论20世纪以来,西方人文与社会科学领域对广告研究的四种范式——马克思主义批评研究、民族志研究、消费文化研究、全球化研究。从这四种范式的转换中可以看出,西方人文与社会科学学界对广告的研究逐渐从以广告作品为中心向以广告运动乃至整个广告产业为中心转移;从对广告的＂欲望话语＂式研究向对广告的＂产业与社会机制＂式研究转移;从将广告与特定国家和社会的经济与文化特征联系起来进行研究,向将广告既视为一种全球化现象又视为全球化的一个强有力的驱动力来研究转移。这体现出西方对广告研究的视角越来越开阔,越来越具有系统性和全局性。西方广告研究范式的四次转换对我国的广告学研究有着重要启示意义。 This paper analyzes and discusses four paradigms in advertising studies in western social sciences and humanity field,i. e. the Marxist critiques,the ethnographic studies,the consumer culture studies and the globalisation studies. From the shifts of these paradigms,we can clearly see the advertising studies in western social sciences and humanity field has changed from advertisements centeredness to advertising- campaign centeredness and even to advertising industry centeredness,from ‘desire discourse＇study to ‘industry and social institution＇study and from studying advertising in combination with the economic and cultural characteristics of specific nation and society to studying advertising by viewing it as both a comprehensive phenomenon and a strong driving force of globalization.This reflects a steadily broadening approach which is getting more and more inclusive and comprehensive in advertising studies in the western academic field. These paradigm shifts in western advertising studies are of important enlightening significance to domestic professional advertising studies.

关 键 词： 广告研究 范式转换 马克思主义批评 民族志 消费文化 全球化

分 类 号： [G206 F713.80]

领　　域： [] []