作　　者： ;

机构地区： 湖北科技学院人文与传媒学院

出　　处： 《广告大观（理论版）》 2016年第6期97-101,共5页

摘　　要： 突破以往广告史划分广告演进的常规操作方法,本文以广告形态作为广告史书写的合法性主体,根据广告形态对时空的突破能力和广告视听元素的融合程度,对广告形态的演进进行了阶段性划分,认为其经历了原形态发展阶段、现代媒介形态发展阶段和数字形态发展阶段,并对各个发展阶段广告形态的特点进行了论述。 Breaking through the conventional method used to divide the evolution stages in advertising history, this thesis regards advertising forms as legitimacy subject of writing the advertising history. According to the advertising forms＇ capacity of spatio-temporal breakthrough as well as the degree of audio-visual elements integration in advertising, the thesis divides the evolution of advertising forms into three stages, which include the stage of original form, of modern form and of digital form. Besides, characteristics of these development stages are also discussed in this paper.

关 键 词： 广告形态 演进阶段 原形态 数字形态

领　　域： [经济管理—广告] [经济管理—产业经济]