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尽管我国是个重史的国度,但漫长的农业文明史和“重农抑商”的政治及文化传统,使广告文本不仅较少进入中国传统史学研究视野,对其史学价值的认识在当代也未提升至应有的高度。除这种特殊的历史文明因素外,广告文献作为研究文本所表现的独有特征也与之相关。如它的器物性和技艺性、符号化及意识形态性、话语性及观念性,这使它异于传统历史文献的宏大政治性、系统性、史实性特征,但它从另一种维度上反应和揭示历史真相。当代信息技术的革命使广告成为反映社会发展的重要载体,理当成为当代历史研究的重要文本。
Although China is a country with a heavy history, the long history of agricultural civilization and the political and cultural traditions of “emphasizing agriculture and suppressing commerce,” have made advertisement texts not only less visible in the field of traditional Chinese historiography, but also their understanding of historical values in contemporary times. It has not been raised to its proper height. In addition to this special historical civilization factor, the advertising literature is also related to the unique characteristics of the research text. Such as its physical and artistic properties, symbolization and ideology, discourse and conception, it makes it different from the enormous political, systematic and historical features of traditional historical literature, but it is from another dimension. React and reveal the truth of history. The revolution in contemporary information technology has made advertisements an important carrier for reflecting the development of society. It should be an important text for the study of contemporary history.