| This article is writing about the development of advertising company in Taiwan during1949and2013, which belongs to the field of advertisement-history theory. The author selects1949as the beginning because two reasons, one is1949is a new start for Taiwan, another is Mainland Advertising Company was organized in1949, which is the first broker advertising company in Taiwan.Based on previous studies and research of the history, it could be divided into four historical stages according to four representative advertising companies, namely the period of broker advertising companies(1949-1959), the period of local advertising companies (1959-1985), the period of foreign advertising companies (1985-1995) and the period of diversified advertising companies(1995-2013). The second chapter is the introduction and summary of advertising industry in Taiwan, in order to provide a background overview of advertising companies. The third chapter is based on the dividing of period to study the development of advertising companies in Taiwan in detail, in different period the emphasis of development and competition is diverse, in addition, it also study the relation between advertising companies and the society.After the study of history of advertising companies in Taiwan, we find its development tendency, it grows from broker advertising companies which only took charge of media service to modern advertising companies which own comprehensive advertising businesses, the emphasis of its problem changes from the competition between local ones and foreign ones to the competition among advertising companies, media companies, public relations companies and digital marketing companies, in addition, its line of business changes. We also find that there are relationships between the development of advertising companies and the society, they influence each other. Meanwhile, the development experience of Taiwan advertising companies will provide certain reference significance for mainland of China. |
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