作　　者： ;

机构地区： 湖北科技学院人文与传媒学院

出　　处： 《南昌大学学报（人文社会科学版）》 2013年第6期98-103,共6页

摘　　要： 欧洲广告研究伴随着传播学的研究重心由美国向欧洲的转移而产生和兴起。不同于美国的实证主义研究取向,欧洲广告研究采取的是文化批判的范式,其核心话语主要体现在法兰克福学派对广告话语霸权和广告工具理性的批判上。欧洲广告研究在世界广告研究史上具有重要意义和独特贡献。客观地说,以欧美为代表的两种广告研究范式都具有自身的优点和缺陷,因此我们倡导广告研究应在接受不同范式多元共存的基础上实现互补。 The emergence and rise of European advertising research is accompanied by the focus shifting of communication research from the U. S. to Europe. Unlike the U. S. positivism research orientation, European advertising research adopts a paradigm of cultural criticism, its core discourse is mainly reflected in the critique of advertising discourse hegemonic and advertising instrumental rationality. European advertising research has significance and unique contributions in the history of world advertising research. Objectively speaking, as represented by advertising research paradigms both Europe and America have their own advantages and disadvantages. Therefore, we ad- vocate advertising research should be subject to a different paradigm based on the coexistence of diverse complementary.

关 键 词： 欧洲 广告研究 核心话语 文化批判范式

领　　域： [经济管理—广告] [经济管理—产业经济] [文化科学—传播学]