Evolution Of Advertising Concept

Extent of modern industrialized society represents advertising, advertising concept in the20th century experienced a number of significant innovations, was an unprecedented development, dissemination of advertising from "art" to a "science" of human consumption and way of life in the material life respect by the advertising concept to varying degrees. As one advertising pulling power of the consumer culture, it is the cultural significance combined with consumer demand. Every ad concept cicada change, people as the main actors and the audience, the role of the cicadas in the process of change arising not be ignored.Evolution of the concept of advertising has gone from selling to marketing to integrated marketing communications in three stages, the paper reviews the main advertising on the whole idea of the20th century, from the three stages of theoretical schools sell:Hard sell pies, soft sales pie, USP theory marketing ROI to stage theory, brand image theory, positioning theory, CIS integration theory to put forward the theory of marketing communications, advertising ideas at different times through a comprehensive expansion. Based on the audience’s perspective of advertisers and advertising, advertising on the history of the development of the concept of viewpoints is important to explore, find its inherent logic relationships.Under the evolving social context, consumer society began to form, increased productivity brought abundant substance pluralistic society began to refine the values and consumer markets. Advertising communication as subject and object behavior, the status relationship between advertisers and audiences are constantly evolving, and slowly transforming from a dualistic relationship marketing stages for each stage of the marketing game, their ultimate goal is to achieve a win-win generate a good ecological environment closed-loop system. Person’s role and position in the three stages spread even more attention, people gradually formed and established the concept in China, the role of the audience’s awareness is also rising, from passive to active to interactive advertising spread from the center of gravity "things " to " people" displacement. Business philosophy followed by the opening shift, advertisement services for enterprises also will follow the change, and in the dissemination of advertising and other aspects of the comprehensive communication with consumers, thereby seeking common interests. We should attach importance to the real meaning of the concept of advertising communication, give full play to their important role in promoting social development and coordination of the premise, in-depth study of advertising concept, not only to a certain extent on the kind of advertising spread to provide the necessary theoretical reference, and on the development of the advertising industry can also have a direct or indirect role.When the topic of this paper based on the dual perspective of advertisers and advertising audience, focusing on functional attributes and values of attributes from two aspects to analyze advertising concept and fully explore and analyze the factors affecting the evolution of advertising ideas from the Ministry of the system and the external environment in two ways. Change the connotation of the concept of original advertising traditional media advertising and new media environment and extension of the concept of specific discussion, help people fully understand and grasp the development trend of advertising ideas.