广告对受众发生作用的过程是一个“接触—把握—反馈”的正向过程,而20世纪世界广告理论的发展过程却是一个“反馈—把握—接触”的逆向过程。这一研究结论显示了20世纪世界广告理论基本上滞后于广告实践。20世纪世界广告理论发展的逆向性特征带给我们三个方面的启示:“广告学”中的“学”不是科学,而是对广告这种现象的“后续性研究”;广告作为一种技术其核心命题是“改变”;广告研究的目的不在于把广告由“术”提升到“学”,而在于把理论提升到指导实践的层面。 The process of advertising on the audience is a positive process of “contact - grasp - feedback”, but the development of the world advertising theory in the 20th century is a reverse process of “feedback - hold - contact.” The conclusion of this study shows that the 20th century advertising theory in the world basically lags behind advertising practice. The reverse characteristics of the development of the world’s advertising theory in the 20th century bring us three enlightenments: “learning” in “advertising science” is not a science, but a “follow-up research” on the phenomenon of advertising; and advertising as a technology Its core proposition is “change.” The purpose of advertising research is not to elevate advertisements from “surgery” to “learning” but to elevate the theory to the level of guiding practice.