【摘要】 在整个社会经济文化系统当中,广告传播的意义可以说是被建构在各种社会权力、利益体制相互纠缠基础之上。因此,对于广告的意义系统的把握,可以从营销学-传播学-社会学的多重角度进行剖析,形成广告意义系统结构的三个层次:营销意义、传播意义与社会意义。而从社会意义传播结构的系统视角去观照广告运动,特别是思考广告运动和社会生活系统之间的互动关系,是重新把握广告的重要坐标,也是具有中国本土特色的广告研究理论体系建构的目标要求。更多还原

【Abstract】 The communication meaning of advertising has been probably constructed on the basis that intervieued by every kind of social power and interest system.Therefore,the meaning system of advertising should be analysed from three aspects: marketing,communication and sociology;the forming of the communication meaning of advertising including three levels: marketing meaning,communication meaning and social meaning.Perceiving advertising campaign in the aspect of social meaning of communication structure system,especially cogitating the interactive relationship between advertising campaign and social life system is the important coordinate when trying to manage advertising.It is also the project objective of constructing the theory system of advertising study with Chinese characteristic.更多还原