目录 目 录
Catalog
I.A general introduction of advertising………1
i.Different definitions of advertising throughout countries
ii.The history of advertising
iii.Two categories of advertising
A.Commercial advertising
A)Definition
B)Characters
C)Classification
B.Institutional advertising
A)Definition
B)The differences between institutional advertising and commercial advertising
C)The contents of institutional advertising
D)The principles of institutional advertising
iv.The functions and effect of advertising
A.The positive effect of advertising
B.The negative effect of advertising
II. Advertising media....................................14
i.The definition of advertising media
ii.The categories of advertising media
iii.The superiority to choose different advertising media
III.General development history of Chinese advertising…………………………………………21
IV.Current situation of Chinese advertising…………………………………………21
i.The development situation of global advertising market
ii.The achievement of Chinese advertising
iii.Chinese advertising develops in hesitate
V.Elements impacting the development of Chinese advertising…………………………………………27
i.Conception, constitution and function of the advertising conditions.
ii.Analysis of Chinese advertising conditions
VI.Future of Chinese advertising…………………39
VII.Reference……………………………………………40 参考资料 郭国庆，市场营销学，武汉大学出版社，1996
李海洋，广告学导论，中国物资出版社，1996
苏亚民，现代营销学，首都经济贸易大学出版社，2002
刘伟力，现代公共关系，海天出版社，1998
Crimson，Advertising Technique, Masters Press, London. 1992
Martin Robertson, Advertisement Investigation, Oxford, 1990
Clarke, Louise，Theory of Ad Transmission, Times Editions, 1992
部分内容摘自广东网动力广告网
简单介绍 这篇论文是我大学四年的精华，希望会对其他有识之士起到一点帮助作用

内 容 摘 要 广告是一种属于公众宣传的集合名词，其目的是促进某特定产品或服务的销售。当直接的、面对面的销售不现实、不可能或者效率很低时，广告就充当了大量销售的媒介。它不同于宣传、宣扬和公共关系等其他试图说服公众的行为。从报纸分类广告专栏里刊登的简单的告示发展到现在的整体销售策略，广告手段已经有了长足的发展。商家可以同时在报纸、杂志、电视、广播里做广告，也可以在一个单独的商业活动中使用直销、促销和其他手段。从古代最简单的广告开始，广告就已经开始进入世界性的工业化过程中。广告在现代经济生活中起着越来越重要的作用，广告业日益繁荣。我国自改革开放以来，特别1992年以后，广告业发展十分迅速。但是中国广告业在全球产业链上处于低端，发展还很缓慢。 广告业的发展还依赖于中国经济的发展，在加入WTO以后，中国广告业会有更大的发展。 关键词：商业广告，公共关系广告，广告媒体 Abstract ADVERTISING a collective term for public announcements designed to promote the sale of specific products or services. Advertising is a form of mass selling employed when the use of direct, person-to-person selling is impractical, impossible, or simply inefficient. It is to be distinguished from other activities intended to persuade the public, such as propaganda, publicity, and public relations. Advertising techniques range in complexity from the publishing of simple notices in the classified-advertising columns of newspapers to integrated marketing communications, involving the concerted use of advertising in newspapers, magazines, television, and radio, as well as direct response, sales promotion, and other communications vehicles in the course of a single campaign. From its unsophisticated beginnings in ancient times, advertising has flourished into a worldwide industry. Advertising plays a more important role in modern business life. Advertising is unprecedently flourishing. After China adopted reform and open policy, especially in the year of 1992, Chinese advertising expanded by leaps and bounds. However, it is still in a passive position of the world. The development of Chinese advertising relies on economy environment. After China joined to the WTO, Chinese advertising will have good prospects......