台湾广告公司发展史研究（1949-2013）

发布时间：2018-04-03 05:14

本文选题：台湾　切入点：广告公司　出处：《厦门大学》2014年硕士论文

【摘要】：本文研究的是台湾广告公司在1949年至2013年间的发展历史,属于历史广告学的研究范畴。之所以以1949年为开端,既因为1949年是台湾地区历史的新节点,蒋介石政府于当年迁至台湾；也因为1949年成立的大陆广告公司是台湾掮客型广告公司的开端,奏响了台湾广告公司发展史的序曲。本文在借鉴前人的划分方法、并大量研究台湾广告公司发展的历史之后,以广告公司的视角出发来进行时段划分,采用四个具有代表性的“第一家类型公司”的出现作为时间节点,将广告公司发展分为四个阶段,分别是掮客型广告公司时期(1949-1959)、本土广告代理公司时期(1959-1985)、外资广告公司竞争时期(1985-1995)和广告公司多元化发展时期(1995-至今)。第二章以年代划分的方式对广告公司发展的整体行业概况进行描述和总结,以提供更全面的理解。第三章开始按照本文的时段划分对台湾广告公司发展进行详细的研究和阐述,发现不同时期台湾广告公司发展的主题和竞争的重点,并进一步对每一时期广告公司发展与社会环境的互动影响进行分析。本文在对台湾广告公司发展历史的研究中,发现其发展趋势,从最初只是负责媒介代理的掮客型广告公司发展到具备综合广告代理业务的现代广告公司,竞争的重点从台湾本土广告公司与国际广告公司的激烈角逐演化成广告公司和媒体服务公司、公关公司、数字行销公司等专项业务公司的竞争,业务范围在单一的广告代理和综合广告业务之间循环往复,有“分久必合,合久必分”之势。通过台湾广告公司发展与社会的互动,发现两者在政治、经济、文化、科技等社会因素上或互相推动、或互相限制,互动关系颇为频繁,可见台湾广告公司的发展正是其社会发展中不容忽视的部分。与此同时,台湾广告公司的发展经验也为目前大陆广告公司提供了重要的参考范本,无论是本土广告公司与国际广告公司之争,或是广告公司与其他相关业务公司(如媒体公司、公关公司、数字营销公司等)的竞争,都可以从中获取宝贵的经验。
[Abstract]:This paper studies the history of Taiwan Advertising Company from 1949 to 2013, which belongs to the research field of Historical Advertising.It began with 1949, not only because 1949 was a new node in the history of the Taiwan region, when Jiang Jieshi's government moved to Taiwan, but also because the mainland advertising agency established in 1949 was the beginning of Taiwan's broker advertising agency.Played a prelude to the history of the development of Taiwan advertising companies.After studying the history of the development of Taiwan advertising companies and drawing lessons from the previous methods, this paper uses the perspective of advertising companies to divide the period of time.Using the emergence of four representative "first type companies" as the time node, the development of advertising companies is divided into four stages.They are the period of broker advertising company (1949-1959), the period of local advertising agency (1959-1985), the period of competition of foreign advertising company (1985-1995) and the period of diversified development of advertising company (1995-present).The second chapter describes and summarizes the overall industry profile of advertising companies in order to provide a more comprehensive understanding.The third chapter begins to study and expound the development of Taiwan advertising companies in detail according to the time period of this paper, and find out the theme of the development of Taiwan advertising companies in different periods and the focus of competition.And further analysis of the interaction between the development of advertising companies and the social environment in each period.In the study of the history of the development of Taiwan's advertising agencies, this paper finds that the development trend of these companies has changed from being a medium agency agent to a modern advertising company with integrated advertising agency business.The focus of the competition has evolved from the fierce competition between Taiwan's local advertising agencies and international advertising companies to that of ad agencies and media service companies, public relations companies, digital marketing companies, and other specialized business companies.Business scope in a single advertising agency and comprehensive advertising business cycle, there is a "long-term must be divided" trend.Through the interaction between the development of Taiwan advertising agencies and society, it is found that the two promote or restrict each other in political, economic, cultural, technological and other social factors, and the interaction is quite frequent.Therefore, the development of Taiwan advertising companies is the part that can not be ignored in its social development.At the same time, the development experience of Taiwan advertising agencies has also provided an important reference model for mainland advertising agencies, whether it is the dispute between local advertising agencies and international advertising agencies.Or advertising companies competing with other related businesses (media, public relations, digital marketing companies, etc.) can gain valuable experience.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8

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