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	广告工具理性批判：从传播研究范式看广告理论研究; Critique of Advertising's Instrumental Rationality:A Review at Advertising Research from the Perspective of Communication Research Paradigms
	葛在波 ; GE Zaibo
	2014
关键词	广告理论研究 工具理性 价值理性 现代性 范式 Advertising Research Instrumental Rationality Value Rationality Modernity Paradigm
英文摘要	本文从传播学研究中的“范式”概念出发，对照了广告理论研究中三种研究传统——工具性研究、诠释研究和批判研究。从20世纪以来的广告理论研究成果来看，工具性研究彰明较著，而对广告本体的诠释研究及对广告传播的社会文化效果的批判性研究则较为式微和边缘。本文认为，现代百年以来，广告经济现代性全面压制和隐抑广告的社会文化现代性，是造成这种现象的主要原因。文章在最后展望时指出，在现代性向后现代性、现代化向后现代化、现代主义向后现代主义过渡的语境下，广告理论研究将越来越关注诠释研究和批判研究，研究的价值理性取向将会受到重视。 This paper reviews at the three research traditions of advertising, the instrumental research, the hermeneutic research and the critique research from the perspective of communication paradigms. The paper points out that the instrumental research has been in the limelight in 20th century's advertising researches, while hermeneutic research of advertisements and critique research of the social & cultural effect of advertising communication have been suppressed and marginalized. The author argues that the main cause for this phenomenon is the suppression of advertising's economic modernity over social & cultural modernity in the One Hundred Years of Modernity process. The paper concludes that in the context of modernity transitioning into post-modernity, modernization into postmodernization and modernism into post-modernism, advertising research shall pay more attention to hermeneutic and critique researches, and value rationality orientation is going to get momentum.
语种	中文
出版者	《现代广告》杂志社
内容类型	期刊论文
源URL	[http://dspace.xmu.edu.cn/handle/2288/84759]
专题	2014年第7期
推荐引用方式 GB/T 7714	葛在波,GE Zaibo. 广告工具理性批判：从传播研究范式看广告理论研究, Critique of Advertising's Instrumental Rationality:A Review at Advertising Research from the Perspective of Communication Research Paradigms[J],2014.
APA	葛在波,&GE Zaibo.(2014).广告工具理性批判：从传播研究范式看广告理论研究..
MLA	葛在波,et al."广告工具理性批判：从传播研究范式看广告理论研究".(2014).

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