摘要
作为人类信息传播形式之一的广告,它的起源问题,只能从人类传播活动的起源中去探寻。在原始社会中人类传播活动原来是混沌一体的,只是随着人类社会的发展,广告才逐渐地分化独立出来,成为一种独具个性的信息传播形式。语言的产生不仅有效地完善了信息传播的手段,而且凭借人类智慧所创造的物质成果,也拓展了信息传播的渠道,丰富了传播的内容和形式。当原始人群有意识地运用这些手段"以某事公告于众"时,最初始意义上的"广告",就在混沌一体的原始传播活动中萌生了。广告是随着社会生产力的发展和人类文明以及技术媒介的进步而一道发展起来的。
The origin of advertising, a means of human information communication, can only be explored from the origination of human communication activities. In primitive society, the communication activities of human beings used to be mixed mass. With the development of human society, advertising gradually split with mixed human communication activities and developed into an independent means of information communication with unique characteristics. The emergence of language not only improved the means of information communication, but also expanded the channel for information communication and enriched the content as well as the forms of communication. When primitive people consciously began to exploit these means ＂to inform the public of something＂, the earliest ＂advertising＂ sprouted from among the mixed human communication activities. Advertising industry has been developing alongside the development of social productive force and human civilization as well as the progress of media technology.
出处
《湘潭大学学报（哲学社会科学版）》
CSSCI
北大核心
2009年第2期142-146,共5页
Journal of Xiangtan University:Philosophy And Social Sciences
关键词
广告
传播
口语
彩陶
甲骨文
advertising
communication
spoken language
painted- pottery
oracle bone inscription
