A Study On Change Of Chinese Advertising Concept Through Academic Journals Of Advertising

This paper aims to research into the change of the concept of Chinese advertising through the analysis of academic journals. Adopting the method of content analysis and text research, this paper studies 148 volumes of "Chinese Advertising" (from Vol.1 of 1984 to Vol.12 of 2006) in four steps: 1) analyzing the classification of content of this journal; 2) exploring the beginning of the change of concept through the conversion of two basic definition—"advertisement" and the function of advertisement; 3) explaining that the discussion of the concept in the transformation of approach towards advertisement and advertising operation is a change of concept resulted in the combination of theory and practice, and has an influential force to the development of Chinese advertising; 4) abstracting the philosophical elements in the change of concept of Chinese advertising, which is a methodological discussion.The essence and origin of concept root in the material life of a society, while the concept itself keeps a relative independence. The change of Chinese advertising concept is closely related to the prosperity and development of social and economic life. Increasingly frequent trade of goods provides the possibility of an expanded and deepened Chinese advertising business, and the reformation and foreign exchange also help to promote the Chinese advertising concept to a higher and wider level. The weakened sensuous concept and strengthened rational concept of Chinese advertising is a powerful guarantee of the positive development of Chinese advertising and economy that it serves. A concept reflects the ideology of the past and influences the society also. Based on the past concept, the framework of Chinese advertising that is being constructed is the blueprint of the future.