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在这篇评论文章中,作者主要推测了广告业的未来。文章认为预测未来的挑战主要在于该领域内一个可接受的定义的缺位,通过对一系列基本假设的展开,作者为该学科在理论和实践上设立了边界,从而解决了这一难题。同时,作者把广告学当前的这些基本假设作为其未来演进的基础。对于广告的未来,文章提出了三个可能发生的图景:(a)缓慢的渐进主义;(b)买卖双方角色的反转;(c)广告学的再造。作者认为,这些图景的展开是建立于各类可知的技术发展速度和接受程度之上的。
In this review article, the author primarily speculates on the future of the advertising industry. The paper argues that the challenge of predicting the future lies mainly in the absence of an acceptable definition in the field. The author has solved the problem theoretically and practically by setting boundaries for the discipline through a series of basic assumptions. At the same time, the author uses these basic assumptions of advertising as a basis for their future evolution. For the future of advertising, the article presents three possible scenarios: (a) slow gradualism; (b) reversal of the roles of buyers and sellers; and (c) recreation of advertising. The author believes that the development of these pictures is based on the speed and acceptability of all kinds of known technologies.