Research On Advertising Communication From A Paradigm Perspective

Advances in technology has a tremendous impact on the traditional advertising communication.In the face of the impact,the academic community and the industry are exploring activity.there are so many new theories emerged,but the understanding of advertising communication in ubiquious network environment has not been unified for now.Recalling history of advertising communication,we can find that there will be new concept and experimental in different periods.Sometimes,the phase of time is different between Chinese and western,but there are many common elements and general regularity.So,from the paradigm perspective to learn the advertisement development,provide a better theoretical guidance for the current practice,also helps to promote the development of advertising.Research the advertising communication from the perspective of Kuhn's paradigm theory,which can not only contributes to the innovation of the perspective of advertising communication research,but also help to know characteristics of advertising communication in different periodical.Kuhn believes that the nature of scientific development is a paradigm shift.In his view,the development of science is a phased process,its development process can be summarized as: pre scientific period(no paradigm)–regular period(paradigm)-scientific crisis(began to shake the old paradigm)-a scientific revolution(paradigm shift)a new regular scientific...Science continues to develop in this cycle.Paradigm theory proposed has been regarded as an important milestone in the history of philosophy of science,at present,the theory has been applied to industry economics,marketing,and many other disciplines,which shows the universality as a methodology.In the perspective of paradigm theory,firstly,this article defines the advertising communication paradigm,according to the external environment and discipline development,it could be divided into micro paradigm,mass paradigm and precise paradigm;Secondly,analyzes the background,basic performance and transformation motivation of the transformation of advertising communication paradigm,makes a static analysis.Thirdly,dynamic analysis,from the paradigm transformation process inspect advertising paradigm transformation,mainly based on mass paradigm,which is the most profound advertisement paradigm.Review the vicissitudes of micro paradigm,to grasp the general paradigm of establishment and development,analysis paradigm of public crisis,the transformation direction of advertising communication paradigm;Finally,by analysis three paradigms,we find,the advertising communication paradigm of different periods is the result of the development of scientific and social environment,different advertising communication paradigm has its own unique characteristics.Mass paradigm is indeed facing serious crisis.Based on the development of science and technology,advertising communication is becoming more accurate and customized.The direction of development,has not yet formed theoretical system and regular period,only belong to the new paradigm of pre-science,the real paradigm shift has not yet occurred.