关键词: 湖南广告, 改革开放, 产业, 消费, 媒介

Abstract:

Hunan began to resume the broadcasting of commercial advertisements in 1979. With the process of the Reform and Opening-up,Hunan's advertising industry has continued to develop in depth. It has experienced a rapid growth in the past four decades, and the internal logic and driving factors of its growth are worth re-examining. The historical context of the development of advertising industry in Hunan needs to be explored through a sound and thorough summary. From a historical perspective, this article presents a brief review of the changes in the business development of the advertising industry in Hunan over the past four decades, and proposes four characteristics of the advertising industry development in Hunan, namely from crude growth to introspective development, from media subsidiary business to independent deep-cultivating omni-media industry, from primary merchandising to the construction of brand consumption culture, from natural accumulation to capitalization operation. According to the above basic characteristics of the four periods and the gradual growth process of Hunan advertising industry, we could deduce the correlation between the development of the advertising industry and the improvement of Hunan's regional self-development ability.

Key words: Hunan advertising, the Reform and Opening up, industry, consumption, media