【摘要】 邻近的属概念是界定广告与建立广告理论体系的基础,也是明确广告学科与专业归属的重要依据,但目前没有专门文献予以研究。一个实质定义本身蕴含着一个邻近的属概念,可采取上下位关系抽取法获之。采取该方法研究显示,中外流行广告定义中先后出现了"新闻""介绍""推销""宣传""介绍与促销""传播""营销""营销传播"等邻近的属概念。历时共时地分析这些邻近属概念的演变规律,呈现出四个主要特点:三条演进路径、三个关键时间节点、两次大融合、营销传播取向。现在还有不少人担心以"营销传播"作为邻近的属概念会导致广告定义过窄,其实不然,当理解营销实质之后,广义与狭义广告定义的邻近属概念皆可选用"营销传播"一词。更多还原

【Abstract】 Up to now,although there is no specialized literature studying the concept of nearest genus of advertising,it is both the base of defining advertising and setting up its theory system,and the important benchmark in identifying its discipline and major. A substantive definition itself contains a concept of nearest genus,which can be separated out by means of hyponymy extraction. Taking this research method,this paper shows that in the popular definitions of advertising both at home and abroad have successively come up such concepts of nearest genus as news,presentation or representation,salesmanship or selling,publicity,presentation and promotion,communication,marketing,marketing communication etc.. Through diachronic and synchronic analysis of the evolution law of those concepts,it can be found that they have following four features: three evolution paths,three key time points,two fusions,and marketing communication orientation. Today,some people have worried about the possibility that taking marcom for the concept of nearest genus will result in over- narrow definition. Actually this is not the case. No matter in a narrow sense or in a broad sense,marcom can be taken as the concept of nearest genus of advertising definition when the essence of marketing is understood.更多还原