摘要
本研究以1989-2019年为研究起讫单元,对国内公益广告研究进行了梳理、总结和评述,在此基础上,提出了公益广告的学术史意义,以求有助于探索中国公益广告的独特路径,建构具有中国特色公益广告的发展理论。
Taking 1989-2019 as the starting and ending units,this study combs,summarizes and comments on the research of domestic public service advertising.On this basis,it puts forward the academic historical significance of public service advertising,in order to help explore the unique path of Chinese public service advertising and construct the development theory of public service advertising with Chinese characteristics.
作者
张萌秋
Zhang Mengqiu(School of Journalism and Communication,Peking University,Beijing,100871)
出处
《现代广告》
2021年第20期38-44,共7页
Modern Advertising
基金
北京市社会科学基金重大项目“北京广告70年”(项目编号:17ZDA24)的系列成果。
关键词
新中国
公益广告
学术史
New China
public service advertising
academic history
