| James Webb Young,whose entire advertising career spanned 61 years,has spent his entire career in advertising.He was an outstanding advertising scholar and a well-known representative of the American advertising industry in the 20 th century.His "advertising creativity is a new combination of old elements" is still regarded as a standard by advertisers at home and abroad.His advertising ideas come from his own advertising practice and personal insight.Some of his views are of far-sighted and realistic value,and still have farreaching influence and significance.This paper first reviews James Webb Young’s achievements in the advertising industry and academia,and then traces back the historical background of his advertising ideas.It is found that his advertising ideas mainly come from the practice of the advertising industry and academia throughout his 61 years of advertising career.This long process of formation is also the epitome of the flourishing of the American advertising industry before the 1960 s and1970s.The vigorous development of the advertising industry in the United States in the 20 th century,with the second world war,American wartime propaganda need for important node is James webb young intellectual development of the advertising form an important turning point,in order to meet the needs of the development of the advertising market,his at the same time,actively involved in advertising in the advertising practice education career,Through teaching,lectures and writing books,it has influenced more and more advertisers and wouldbe advertisers to form and enrich their own advertising ideas.This paper mainly includes James Webb Young’s advertising thought,advertising practice thought and advertising education thought.The theory of advertising mainly includes the basic theory of advertising,which refers to six parts of advertising activities,including advertising appeal,advertising market,advertising message,advertising communication tools,advertising channels and advertising specific conditions.This is the basic advertising knowledge that anyone who is or wants to be in advertising in the future needs to master.The theory of advertising creativity mainly includes the definition of advertising creativity,that is,the new combination of old elements and the formation of the theory of advertising creativity creation process.At the same time,it points out that good advertising creativity can play multiple benefits and is a win-win situation of economic and social benefits.The theory of advertising effect refers to the integration of advertising effect of economic benefit and social benefit through five marketing communication methods: familiarity,constant reminder,news dissemination,overcoming inertia and increasing product value.His ideas of advertising practice mainly refer to three aspects: the globalization of advertising operations,the social responsibility of advertising organizations and the duality of advertising product sales value.His thought of advertising education mainly includes three aspects: humanities education is an important part of advertising education,advertising professional education should pay equal attention to artistry and science,advertising theory education and advertising practice education.Finally,the practical enlightenment of his advertising thought is summarized.For the current advertising industry,one is to pay attention to the realization of multi-dimensional value space of advertising,two is to think about the globalization and localization of advertising practice,three is to continuously improve the comprehensive development level of advertising education;For advertising practitioners,One is to correctly understand the value and significance of advertising copywriting,the other is to pay attention to the scientific and artistic nature of digital advertising,and the third is to grasp the market demand through scientific and comprehensive investigation.Although the era of frequent advertising masters has passed,their advertising ideas remain forever. |
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