广告经济研究简论

虽然广告是一门集心理学、美学、经济学、社会学、传播学等基础学科于一身的综合性、边缘性学科,但是归根结底,广告——尤其是现代广告仍然是一种经济现象,与社会经济环境密切相关。因此,经济学是广告研究的重要基础理论,研究广告的经济属性符合广告自身发展的客观规律,可以为广告业的发展提供理论支持,是广告研究工作的重要内容,因此本文在总结了广告经济作用研究的历史文献的基础上,梳理了存在争论的焦点,提出从广告自身构成特点出发的新角度并以此为基础对广告的经济作用进行了初步的分析和讨论。

The Introduction of Study in Advertising Economics

The study of advertising is an interdisciplinary which relates to some basic sciences such as psychology,aesthetics,economics,sociology,and communication.But advertising-the modern advertising specifically is a kind of social economic phenomena fundamentally.Therefore,economics become the basic theory in the study of advertising,and the study in advertising economics is an important part of the study of advertising and satisfies the need of the development of advertising.This article begins with an historic...