从产品推销到营销与传播整合——20世纪广告传播理论发展的历史回顾

广告传播理论在20世纪的发展是纷繁复杂而又多元的。根据理论发展的内在逻辑,我们把其分为三个时期,即以产品推销为核心意义的传统广告理论、转型期的广告理论和以营销与传播为理论基点的现代广告理论。这三个时期的广告传播理论不是孤立的,而且在各个历史发展阶段,这些理论都存有其内在联系和逻辑演进。

From Product Promotion to Integration Marketing and Communication

The development of advertising communication theory in the 20th century is complicated and pluralistic.According to theory development inner logic,we divided it into three periods: traditional advertising theory featuring product promotion,advertising theory in its transitional period and modern advertising theory based on marketing and communication.The advertising communication theory in the three different periods is not isolated from one another and the thesis reveals the inner links and logic development of several theories in different historic periods.