부산대학교 도서관

The value of theory is to clarify the purpose of action, improve the technology of action, and enhance the realm of action. Since the new era, the introduction of foreign advertising books is a unique and important communication landscape, which has produced a wide and far-reaching impact on the history of advertising development in China, and has a dual reference significance in theory and practice for the profession's self-confidence, experience, industry regulation, enlightenment of advertising thought, knowledge development and theoretical guidance in the field of advertising, as well as filling the gap in advertising education. The significance of exploring the value of foreign translated works is that, on the one hand, it is possible to comprehensively sort out and overview their dissemination value from the perspective of relevance; on the other hand, it can also delve into the separation of its theory from the theory and practice of advertising in China, and enhance the awareness of the importance and necessity of constructing an independent knowledge system and discourse system of advertising in China.