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• W2312613296 abstract "A 15004059000@126.com, b lll_19500619@126.com Abstract: Human beings' media technologies has experienced a development course from junior level to senior one. Advertising, as a service industry in the tertiary industry, is the directest and most sensitive to the development ang changes of media technologies in the courses of production and communication. By teasing out the history of the development of global advertising civilization, this paper clearly indicated the dependency and evolution relation between technological motivations and advertising civilization. From the point of the long river of history development, the advertising morphological evolution is a history for human beings to constantly create and use new media technologies in life, production and communication. Along the history context of media's emergence and development, so far well documented human's advertising evolution and spread is not a process for one mediun to replace another but an interative process for gradual changes. Ancient advertising patterns—the breakthrough from oral technology to creation transmission Ancient could not be interpreted as medium in its true sense. With the development of human's economic activities, the rudiments of ancient advertising stepped into arenas of history in the simplest forms. Ancient advertising forms were a kind of life advertisements to make a deep and clear declaration to the public. The early symbolic medium period was the initial one in human's a dvertising culture. Quantities of advertising phenonmena achieved the transition from initial human figures to nonhuman figures, namely material advertisements. Advertising morphological evolution--- from oral technology to creation transmission The advertising communication in the primitive society was in a bud and primary status. The media were mostly the spreaders' body language or natural objects. The goals of the dvertisements were often achieved in the advertising communication forms in which bodies were used as media or carrriers such as certain gestures, verbal languages, tattos, adornments, dance. These body advertising forms had distinct informing and recognition functions, which were regarded as typical primitive advertisements in the bud phase. Human being's tying knots, carving and drawing pictures catalyzed the production of ancient writing, making the development of advertising step on a new stage. In the whole development process for ancient advertising, the transition type of advertising morphological evolution legibly marked different phases of ancient advertising. F rom auditory advertisements without media to visual advertisements with media. As there were no media for curing time or delivery space, auditory advertisements dispeared too soon, whose information stayed extremely short, and the transmission range was restricted in the spatial distance. Visual advertisements lied in material carriers, whose information could be kept for a long time. As a result, consumers could receive the information in advertisements asynchronously, which was a great breakthrough in time attribute. As for the oral advertising form, writing made progress to keep pace with the times. Advertising phenomena promoted by language technology Primitive body advertising developed roughly following the structural characteristic evolution sequence from gesture to voice, from language to motion, from motion to posture. With the appearance of languages and then writing, human beings stepped into an age of civilazation. The bud" @default.
• W2312613296 created "2016-06-24" @default.
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• W2312613296 date "2016-01-01" @default.
• W2312613296 modified "2023-09-24" @default.
• W2312613296 title "Historical track of the development of media technologies and the evolution of advertising forms" @default.
• W2312613296 doi "https://doi.org/10.2991/icsmim-15.2016.88" @default.
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