【作者】 李婷；

【导师】 李雪峰；

【作者基本信息】 山西大学 ， 新闻传播学， 2025， 硕士

【摘要】 改革开放以来,中国广告业在市场经济浪潮中实现了从恢复到繁荣的跨越式发展,广告学科也在实践中不断构建着自身的知识体系。《中国广告》作为我国创刊最早的专业广告期刊,完整记录了四十余年来中国广告业发展的历史轨迹,其知识生产实践具有重要的学术标本价值。文章以知识生产为理论基础,通过对348期《中国广告》知识生产文献进行特点、研究作者、研究主题和理论贡献方面的系统分析,揭示了我国广告学知识生产的实践特征,旨在为建构中国广告学自主知识体系提供学理支持。从知识生产的总体特征来看,《中国广告》知识生产呈现出显著的阶段性发展规律。在发文数量上经历了启蒙期的平缓增长、稳定期的持续扩容、转型期的波动调整;在栏目设置从初创期的粗放分类逐渐向精细化方向的转型;在内容生产方面始终保持着“实务导向”的核心特征,覆盖广告产业链多方面的实践智慧,同时保持着对热点社会议题和国际化视野的高度敏感。在知识生产作者层面,《中国广告》知识生产作者群体呈现学界、业界和政界三方共生共荣的显著特征。这种主体结构的演变,既体现了广告学科从经验总结向理论建构的转型需求,也折射出行业实践中对系统化知识指导的迫切期待。就知识生产主题而言,涉及广告领域的方方面面,主要概括为媒介技术生态与传播渠道创新研究、广告产业组织与运营体系研究、广告政策与行业自律研究、品牌管理与传播策略研究、广告教育与人才培养研究、广告文化与社会影响研究、广告批评与伦理审视研究、市场调查和受众调查研究这八大主题,是对技术革新、市场转型等的学术响应。在知识生产的理论贡献方面,《中国广告》知识生产集中一方面通过开智启蒙,实现广告功能从政治宣传向经济文化多元的意识形态属性转型,深化广告的作用,提升广告服务社会主义建设的实践认知,达到为广告正名的“价值重构”目的。另一方面,借助互通信息进行“生态共建”,通过教学案例的资源化、行业信息的流通化和广义“学术共同体”的构建来实现互动平台的动态搭建。最终为我国广告学自主知识体系的建构提供理论支撑与实践智慧。更多还原

【Abstract】 Since the reform and opening up,China’s advertising industry has achieved a leap forward development from recovery to prosperity in the wave of market economy,and the advertising discipline is also constantly building its own knowledge system in practice.As the earliest professional advertising journal in China,China advertising has completely recorded the historical track of the development of China’s advertising industry in the past40 years,and its knowledge production practice has important academic specimen value.Based on the theory of knowledge production,this paper systematically analyzes the characteristics,research authors,research topics and theoretical contributions of 348 issues of"China advertising"knowledge production literature,reveals the practical characteristics of China’s advertising knowledge production,and aims to provide theoretical support for the construction of China’s advertising independent knowledge system.From the perspective of the overall characteristics of knowledge production,the knowledge production of China advertising presents a significant law of phased development.In terms of the number of documents issued,it has experienced the gentle growth in the Enlightenment period,the continuous expansion in the stable period,and the fluctuation adjustment in the transition period;In terms of column setting,it has gradually transformed from extensive classification in the initial stage to refinement;In terms of content production,it has always maintained the core feature of"practice oriented",covering the practical wisdom of various aspects of the advertising industry chain,while maintaining a high sensitivity to hot social issues and international vision.At the level of knowledge production author,the knowledge production author group of China advertising presents the remarkable characteristics of symbiosis and co prosperity among academia,industry and politics.The evolution of the subject structure not only reflects the transformation needs of advertising discipline from experience summary to theory construction,but also reflects the urgent expectation of systematic knowledge guidance in industry practice.As far as the theme of knowledge production is concerned,it involves all aspects of the advertising field.It is mainly summarized as eight major themes:Research on media technology ecology and communication channel innovation,research on advertising industry organization and operation system,research on advertising policy and industry self-discipline,research on brand management and communication strategy,Research on advertising education and talent cultivation,research on advertising culture and social impact,research on advertising criticism and ethical review,market research and audience research,which are academic responses to technological innovation and market transformation.In terms of the theoretical contribution of knowledge production,"China advertising"knowledge production focuses on the one hand,through intellectual enlightenment,to realize the transformation of advertising function from political propaganda to the ideological attribute of economic and cultural diversity,deepen the role of advertising,enhance the practical cognition of advertising service for socialist construction,and achieve the purpose of"value reconstruction"for advertising name correction.On the other hand,the"ecological co construction"is carried out with the help of mutual information,and the dynamic construction of the interactive platform is realized through the resource of teaching cases,the flow of industry information and the construction of a broad"academic community".Finally,it provides theoretical support and practical wisdom for the construction of independent knowledge system of advertising in China.更多还原