作　者：姚曦 任文姣
关键词：广告；广告本质；广告价值；广告本体
摘　要：

 用传播的方式促进从生产到消费转换的行为皆为存在意义上的广告，广告的本体是本质与价值的统一。本体的坚守要建立开放的认识观，在不变的广告本质中解释变化着的广告形态，而非用未触及本体的不确定认识窄化新的广告事实。彰显广告价值需深耕数字广告实践，用创意提升广告的社会吸引力，建构多主体参与的沟通网络。彰显广告价值还需要在理论层面，以本体观为支点，立足于本土广告实践，重新组织数字广告研究范畴，使用大数据技术与混合研究法探究新问题，为广告学知识体系的建构提供框架与方向。

 

Essence and Value: The Recognition and Exploration Of The Noumenon of Advertising in the Digital Era

Yao Xi，Ren Wen Jiao（Wuhan University）

Abstract The acts of facilitating the transition from production to consumption by means of communication are all advertising in terms of existence, and the noumenon of advertising is the unity of its essence and value. To uphold its noumenon requires an open view of recognition to interpret the changing forms of advertising with constant essence, rather than narrowing the new advertising with uncertain recognition that does not touch its noumenon. In order to fulfill the value of advertising, it is necessary to dive deep into digital advertising practices, enhance their social appeal with creativity, and build a communication network that involves multiple subjects. To that end, theoretical research, pivoted on the ontological view and based on local practices, also needs to expand the scope of digital advertising studies, and explore new questions with big data technology and mixed research methods, so as to provide a framework and direction for the construction of the advertising knowledge system.

Key words  advertising; essence; value; noumenon

 

■作者简介 姚 曦，武汉大学新闻与传播学院教授，媒体发展研究中心研究员，湖北 武汉 430072；任文姣，武汉大学新闻与传播学院博士研究生。

 

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