Study of the history of Chinese and foreign advertisements

Sense: Foreign advertisements have a very strong sense of picture, but sometimes they always feel a little bit inexplicable, which is very far-fetched to our Chinese way of thinking. Our advertisements focus on emotional expression, and buy people's hearts by moving them.

Advertising and communication have a long history of evolution, and modern advertising and communication are not the result of a sudden change. The difference is that the discussion of advertising first appeared in the second half of the nineteenth century, while communication science appeared much earlier, and the early study of the history of advertising emphasized on the unification and lacked the exploration of the internal logic of the development of advertising.

Researchers in the history of communication have favored the invention of theories and models, and of course some of the scholars who have written the history of communication have focused on unification, but the history of communication has always had a clear internal logic.

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Advertising was first developed in the West, and now it is mainly subordinate to the field of communication studies. Many scholars in the West have built a theoretical framework for the study of communication, which is an important prerequisite for the development of advertisement from the field of business to the field of study. At the same time, the development of advertising in the West is early and deep, and its linear development trajectory is more obvious, which is more conducive to the discovery of rules when studied as history.

At the same time, there are more historical materials for the research of cutting-edge fields in the history of advertising in the West. China's advertising history research development is late, research is in a niche field, but China's ancient and modern advertising history is very different from the West, the ancient advertising behavior, the Republic of China period of the month sign and other research, will give the world advertising history research to provide more valuable thinking.

Difference: The rationalist thinking paradigm in the West has developed earlier, and communication science is also very much related to psychology at the beginning, so I think the research on the history of advertising in the West may be more mature in this aspect of social science and quantitative research, which, combined with the current development of science and technology, can provide us with more research results on a macro level.

Chinese research on the history of advertising may be more "historical", but not enough research. Because the research paradigm is still immature, there are also many self-created areas, which may also help advertising research to a broader vision to expand. In the research methodology of the humanities approach may be predominant.