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《Journal of Northwest University(Philosophy and Social Sciences Edition)》 2002-02
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A Century Retrospect in Advertising Theories

HUANG Meng fang (College of Literature and Arts, Northwest University, Xi′an Shaanxi 710069,China)  
Since its occurance at the beginning of the 20th century, the science of advertising has experienced three stages__its establishment ,maturation and innovation__and witnessed a series of academic schools__the reasonablism, the Chicagoism, the USP, the Artistic__Verbalism, the Classics, etc..Meanwhile, it developed various theories such as advertising investigating tatics,advertising goals, advertising personnel qualities, advertising positioning and so forth. All these theories helped in different degrees in the shaping and improving of advertising as well as the development of the advertising industry.
【CateGory Index】: F713.8
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