解读从本质上对广告的初步认识中英文解读从本质上对广告的初步认识中英文.doc

解读从本质上对广告的初步认识 Reading from a preliminary understanding of advertising in nature 　　推广是个人和团体经过发明，供给出售，并同他人交流产物和价值，以获得其所需所欲之物的一种社会和办理进程。传达，是社会信息的传递与社会信息系统的运转。作为推广东西的一种，一同也作为一种重要的信息传达表象，广告一同归于推广和传达两个领域。因而，对广告实质的知道，也相应存在着两个传统，即传达实质论和推广实质论。本文即联系上述两种传统的发作与开展，对广告的实质进行开端的剖析。 　　 　　一、对广告实质知道的流变 　　 Promotion of individuals and groups by inventing, supply sales, product and communication with others and value, in order to obtain what they need and want of a social process and is dealt with. , is the transmission of information and social information system running. As a promotion of things, also as a kind of important information with image, advertising to promote and communicate with two fields. Therefore, for the essence of advertising know, there are corresponding to the two traditions, which convey the essence of theory and real theory. This article is to link these two traditional attacks from, for the essence of the advertising to start profiling. Knows the rheological, advertising for the substance 　　对广告实质的知道，大致阅历了三个期间：榜首期间是整个20世纪上半期，在该时期推广实质论占有控制位置；第二期间为20世纪50时代至90时代，“传达实质论”呈现，对广告实质的知道分解为两个门户；第三个期间是20世纪90时代至今，两种观念从敌对走向合流，大家对广告实质的知道有了质的前进。 　 For the essence of advertising know, experience the roughly three period: the top is during the first half of the 20th century, during the promotion theory of substance occupies position control; During the second for 50 times and 90 times of the 20th century, convey the essence theory, for the essence of advertising know is decomposed into two portal; Third during the 20th century since 90 time, two kinds of ideas from hostile toward confluence, for the essence of advertising known to have a qualitative progress. 　1.榜首期间：“推广实质论”的主导时代 　 1. During the top: promotion of essence theory dominated era 　十九世纪末，社会大生产的开展带动了产能的前进。商场竞赛的加重，使卖方商场的格式开端松动，在竞赛压力下，制造商们开端意识到用广告来推销商品的必要性。1904年，美国广告人约翰·肯尼迪提出了其闻名观念“广告是印在纸上的推销术”。肯尼迪出售主义的广告观对后世影响宏大，在整个20世纪前半期，广告研讨的中间疑问简直都是围绕着出售力打开的。持该种观念的专家倾向于从推广的视点知道广告表象，其对广告有代表性的界说如美国《现代经济词典》对广告概念的描绘：“广告是为了到达添加出售额这一结尾意