摘要
广告对社会文化经济的渗透已经构成了我们社会生活空间强大的符号认同系统和互动体系,必将进一步促使广告理论在系统建构上表现出更为开阔的空间。作为研究广告与社会互动关系的一种交叉学科,“广告社会学”将以一种特定的社会学的眼光,去关注广告,关注更一般意义上的广告生活,并且努力超出这些现象本身,从它们在整个社会生活当中更宽阔的意义上来说明。加强广告与社会互动的广告社会学研究,既是广告实践发展过程面临的实际需求和任务,又是广告理论建设层面的延伸,从而为认识现代社会和广告提供一个崭新的视角。
The penetration of advertisement into the society and culture has formed the great mutual symbolic system and interaction system in our society, and will promote the advertisment in broader space in its theoretical building. As an interdiscipline studying advertisement and its interaction with the society, advertiemental sociology will show concern on advertisement, on general life affected by advertisement with a special view of sociology. And we try our best to supass the phenomenon itself and summerize the meaning of advertisement in general social life. To strenthen the study of advertisement sociology who strenthens the interaction between advertisement and society is both the demmand and task of advertisement development and the extension of advertisement theory, thus providing a brand-new view to know modern society and advertisement.
出处
《福建师范大学学报（哲学社会科学版）》
CSSCI
北大核心
2006年第3期188-194,共7页
Journal of Fujian Normal University:Philosophy and Social Sciences Edition
基金
福建省教育厅A类项目课题<全球化与广告文化冲突>成果之一(编号:03WF443)。
关键词
广告
社会互动
广告社会学
advertisement, social interaction, advertisement sociology
