1. Note:
Advertising has attracted a certain degree of attention in contemporary society, which can be said to be a relatively hot subject. This is due to the following reasons:
(1) Advertising is everywhere: As an important means of business and cultural communication, advertising is everywhere in modern society. We can see advertisements on TV, movies, newspapers, magazines, the Internet and other media channels. The wide application of advertising has aroused people's strong interest in advertising and its communication mode, and then paid attention to advertising.
(2) Economic development and market demand: With the development of market economy and the intensification of commercial competition, enterprises have a growing demand for advertisements. They hope to promote products and services through advertisements, enhance brand awareness and attract consumers. This makes advertising as a subject to study advertising strategies and communication effects attract much attention.
(3) Media and digital development: With the rise of Internet and social media, the ways and forms of advertising communication have changed greatly. Digital advertising, social media advertising, influence marketing and other emerging forms have been widely concerned by advertising practitioners and academic circles. Advertising is also studying and exploring these emerging fields to meet the needs of media and digital development.
2. Subject status:
As a discipline, advertising plays an important role in contemporary society, as follows:
(1) Discipline Construction and Education: Advertising has set up related majors or disciplines in many universities and provided related degree education. Advertising courses include advertising theory, advertising planning and creativity, advertising media and communication, marketing, etc., to cultivate students' professional quality and practical ability in the field of advertising.
(2) Research and academic achievements: The research content and academic achievements in the field of advertising are rich, covering many research fields such as advertising theory, advertising psychology, advertising creativity, advertising communication effect evaluation and so on. Scholars are committed to studying the laws, communication effects and influences of advertising, and promoting the academic development of advertising.
(3) Advertising practitioners and professional organizations: The advertising industry has a huge group of practitioners, including advertising agencies, advertising departments and media companies. They need to have knowledge and skills related to advertising, so that they can engage in professional work in advertising creativity, advertising planning, advertising communication and so on.
Although advertising has a certain degree of attention and status in academic research and industrial application, it also faces some challenges. For example, advertising ethics, advertising integrity and other issues have attracted people's attention; The development of digital media has brought about the diversification and transformation of advertising communication methods. These challenges provide opportunities for the development and innovation of advertising science, and also require the continuous efforts and responses of advertising scholars and practitioners.