Sclf-identity Of Chinese Advertising Academic Research(1979-2009)

Modern advertisement is often expressed as the result of the full development of commodity economy and mass media.In fact,both commercial advertisement and public service advertisement originate from the social competition activities based on a series of modernity values such as freedom,equality,justice and rule of law and around the distribution of "resources and ideas".Therefore,the modern advertising practice of a country can not only present the modern state of the country,but also increase the Modernity Value of the country and accelerate its modernity process.That is to say,modern advertising is not only a symbol of the process of modernity,but also a tool,a method and a way to achieve higher modernity.Accordingly,this paper puts forward the concept of "advertising modernity",which refers to the modernity characteristics and modernity functions of modem advertising activities.So in advertising practice,people tend to highlight the characteristics of advertising modernity,consciously realize the function of advertising modernity,or tend to despise the characteristics of advertising modernity and avoid giving full play to the function of advertising modernity,which dominates the ups and downs of advertising modernity.Advertising academic research activities obviously belong to the category of modern advertising activities.Based on its history,we can also see the rise and fall of a country’s advertising modernity and even modernity.This paper is just to describe the ups and downs of Chinese advertising modernity through the way of academic and historical research.Since the resumption of advertising academic research in China in the new era,it has undergone a historical process with "the construction of local advertising theory and the introduction of foreign advertising theory" as the main body,and this process is still continuing.In the history of the dual relationship between native and foreign countries,Chinese advertisers’ cognition,judgment and choice reflect their understanding,imagination and misreading of the modernity of foreign advertisements,as well as their construction,reflection and adjustment of the modernity of native advertisements.Especially in different historical contexts,the change of self-identity and its expression outline a unique historical picture of Chinese advertising modernity.This study adopts the paradigm of Chinese traditional humanism academic history,and describes the evolution of self-identity in the 30 years of Chinese advertising academic research(1979-2009)in order to reveal a historical detail of the development of Chinese advertising modernity and to understand its historical law as far as possible.After three periods of "1979-1991:Socialist Advertising","1992-2000:National Advertising","2001-2009:Developing-industrial National Advertising",this study finds that China’s advertising modernity has gone through a non-linear development process from 1979 to 2009.The innovation of this research lies in:in the construction of the logic of discourse,we regard the historical practice of advertising as the representation of modernity and the way to achieve higher modernity,and then regard the self-identity and its expression in the academic research of advertising as a text of advertising modernity,in order to observe the ups and downs of advertising modernity.In the past studies of advertising academic history and advertising modernity,no researcher has ever constructed such a logical and theoretical perspective;in the interpretation of research findings,this paper is quite different from the optimistic view of previous studies of advertising history in China.It holds that Chinese advertising modernity has not gone through a straight-line development process,but through self-identification in different historical contexts.Organizational association has set up an alternative advertising modernity structure.The significance of this study lies in that we hope to prove the modernity of modern advertising through the construction of this discourse logic,so as to avoid arbitrarily trapping it in a series of post-modernist reflections such as materialism and aesthetic inferiority and artificially interrupting its development.After all,China is a Late-Developing Country of advertising modernity,rather than the end.In addition,this article also hopes that the academic history of Chinese advertising described from a unique perspective can reveal the historical truth of more dimensions of the development of Chinese advertising modernity.