晚近以来广告传播体系的历史性变革

20世纪90年代以来,随着外部资源的变化,广告传播体系的内部资源也产生了巨大的变革——全球化场域已经形成,市场工具不断创新与开发,曾经宰治业界相当长时间的理论认知遭遇无情汰弃,一些行之有效的技法完全失效,知识互渗、学科边界模糊、动员系统化的社会需求日渐增强,这一切,都迫使我们适时地抓住契机,重新命名作业框架,让人性与智慧的光芒照澈万有。

The Recent Revolutionary Reform in Advertising Communication System

Ever since 1990s,wtih the changes in its external re so urces, the internal resources of the advertising communication system have been undergoing a dramatic reform--a globalized context has taken its shape,marketi ng tools have been developed or renovated, theories and knowledge that have domi nated the world for ages are overthrown and discarded, and the formerly effectiv e methods and approaches cease to be effective. We are forced by all of these ch anges to take every opportunity to rebuild the operation framework so as to bath e in the brilliance of universal humanity and wisdom.