创意经济时代我国广告发展探析

湖南大学硕士学位论文创意经济时代我国广告发展探析姓名：万超群申请学位级别：硕士专业：传播学指导教师：姚曦20070430I21IIAbstractEnteringthe21stcentury,theinternationalcommunitywasmovingtowardsthecreativityeconomytimes.Itisnolongerasimpleruleinthetimesoftheindustrialeconomy,thesizedecideseverything,noraruleintheeraofinformationthattechnologyrevolutionomnipotent.Humancreativity,imaginationandcreativitybecomesthecoreofeconomy.Creativityindustrieshavebecomethecoreandguidingforceofeconomy.Thispaperbeganwiththebasictheoriesofcreativityeconomy,analyzedthecontentandcharactersofcreativityeconomywhichisanewlivingenvironmentofads,discussedtherelationsbetweenadvertisingindustryandcreativityeconomy,andbroughtuptheissuethattraditionaladvertisinghadbeenawayfromthetrackofcreativityindustries:lackofcognitioninculturalcreative’scoreposition,lackofattentiontotheimportanceoftherightbraintalents,orlackofapplicationwithnewmediaandnewtechnologies.Contactingwiththecharacteristicsofcreativityeconomyandthepresentsituationofadvertising,thispaperfurtheranalyzedtheexistingproblemsofouradvertisingfacingthecreativityeconomytimes,andthenfocusedonthecountermeasuresofdevelopmenttheadvertisingshouldmake.Facingthecreativeeconomytimes,advertisementmustposeitsownpositionincreativeindustry.Fromtheperspectiveofstrategicheight,creationasprecursorandsoul,weshouldconstructwellcreativeatmosphereinvariouslevelsofadvertisementcreationandoperation.Talentstrategyasthekeypointofculturalcreativeindustry,wemustpayattentiontocreativetalentcultivationandtalentstructureadjustment,focusoncooporationandcommunication,andapplythepeople-orientedcreativemanagementandoperatingmechanism;consumers'needsasorientation,weshouldbuilduphealthyculturalorientation,andapplyintellectualpropertyrightlawastheprotectionforcreativefulfillmentofadvertisementcore-assets.KeyWords:ThecreativityeconomytimesCreativityindustry,Advertising,Advertisingstrategy1______211200621120061111.12090GDPGDP7%2205%220005007.9%39%1154.1%2001(CreativeIndustryMappingDocument),1,125GDP5%GDP200280920031()..:,1996:592,...2006,2,923AtkinsonCourt19984GDP70%52002393.7%20001003.1%2502%620069320064A711.2,3...2006,5:224...2006,5:225..:,2005:26...2006,5:227,.,,..2006,35:4431212.112.1.1JosephAloisSchumpeter,1883-1950191284020908..=4456.2005-7-741998912.1.2201972198019902205%14%12%10199619852111211212.212.2.1200220059..:,2005:51710.:().,2005,7,811..=6&id=3576.2007-3-2512,.-.:,2006:5352.920104.1GDP800013CreativeIndustry141.2.3.4.5.6.7.TheRiseofTheCreativeClass,2002(workingclass)(serviceclass)(creativeclass)200612.2.21.013..().E....:,2004,36CEO2.01512.3.C.20002121()15,.--.:,2006:372003131623416,..://:501022.322.41122.52323.12000200623.223.2.123.2.21223.2.323.323.3.12123.3.223.3.313NBA23.423.4.11423.4.223.4.320061.821.2670%0.5630%1919.061.82.://://””.:,2004:13119332.4123432.3.1GUIs2032.232.31030067750030%BLOG2122441234242.142.242.2.142.2.22442.320004343.124AEACAccountCreativeAC25AE(AccountExecutive)AC24..,2006,11:13425..,2006,11:1342543.2()264444.120021126..,2001,4:50262744.2GianLuigiLonginotti-Buitoni284545.145.245.327..-..:,2004:12228..-..:,2004:12627462855121123CISCIS214700295215212312343031[1]()...,.:,2006[2]().R.E.:..:,2004[3]()..-..:,2004[4]()..,1996:51-93[5]()..,.:,2003:30-149[6]()C..:.,,.:,2000[7].:.:,2003[8].:MBA.:,1999[9]..:,2002:71-79,93-111[10]()....:,2006:50-101[11].-(1979-2003).:,2003:22-26[12],.-2002.:,2003:55-65[13]()....:,2003:31,49-50,93-138[14]()....:,2001:19-37[15].20.:,2002:199-206[16]().:.:,2000[17]()....,1991[18].--.:,2005:52-76,121-124[19]().G,.,..-,.:,2006[20].,.:,2002:51-60,132-13732[21](),.:..:,2004[22]KathleenHallJamleson,KarlynKohrsCampbell.TheInterplayofInfluence-News,Advertising,Politics,andtheMassMedia.Fifthedition.PekingUniversityPress,2004[23]Bovee,CourtlandL.&WilliamF.Arens.ContemporaryAdvertising.Forthedition.Homewood,IL:Irwin,1992[24]WilliamD.WellsJohn.Advertising:PrinciplesandPractice,Seventhedition.BurnettSandraMoriartyPearsonPrenticeHall,2006[25]..:,2005:2-7[26]..,2006,(11):134[27]..,2005,136(5):56-58[28],.,,.,2006,35:44-46[29],..,2006,(6):60-63[30]...2005,(6):50[31]..,2006,(11):55-57[32]..,2006,(5):21-27[33].().,2006,(12):86[34]..,2006,(3):27-30[35]..,2006,(10):38-39[36]..,2006,(3):23-25[37]..,2006,(11):35-37[38],..,2006,(14):67-