东北大学学报（社会科学版）

东北大学学报（社会科学版） ›› 2016, Vol. 18 ›› Issue (6): 570-575.DOI: 10.15936/j.cnki.1008-3758.2016.06.004

• 科技哲学研究 • 上一篇    下一篇

媒介技术与广告形态的双动因制衡演进关系

苏娜1,2，罗玲玲1   

  1. (1.东北大学马克思主义学院，辽宁沈阳110819;2.东北大学艺术学院，辽宁沈阳110819)
  • 收稿日期:2016-05-20 修回日期:2016-05-20 出版日期:2016-11-25 发布日期:2016-11-18
  • 通讯作者: 苏娜
  • 作者简介:苏娜(1977-)，女，上海人，东北大学副教授，博士研究生，主要从事设计哲学研究;罗玲玲(1950-)，女，湖南新邵人，东北大学教授，博士生导师，主要从事科技哲学、科学创造方法论研究。
  • 基金资助:
    上海交通大学文理交叉专项基金资助项目(13JCRZ04)。

Double-motivator Check and Balance Progressing of Media Technologies and Advertising Forms

SU Na1,2， LUO Ling-ling1   

  1. (1. School of Marxism， Northeastern University， Shenyang 110819， China; 2. College of Arts， Northeastern University， Shenyang 110819， China)
  • Received:2016-05-20 Revised:2016-05-20 Online:2016-11-25 Published:2016-11-18
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摘要： 媒介技术和广告形态互为演进的动力因素，二者相互纠缠，在互渗互进发展中不断渐进与跃迁，呈现多环节、多侧面的复杂过程。其间，从正向动因制约的角度看，媒介技术的特性更换决定着广告形态的复杂演化，主要表现在媒介技术的生命周期演化决定广告形态的属性变更与媒介技术的感官重组功能推进广告形态的知觉演变两方面;从反向动因回复与制衡的角度看，广告形态对媒介技术的特性具有选择与重塑的要式，主要表现为“在场”的横纵交叉与“不在场”的淘汰再现;二者动力分立且彼此制约，呈现双动因制衡的演进态势。

关键词: 媒介技术, 广告形态, TRIZ理论, 双动因制衡

Abstract: The dynamic， reciprocal promotion of media technologies and advertising forms can be characterized as a complicated process which includes several stages and multiple dimensions. They have been intertwined; furthermore， they have advanced and leaped constantly based on mutual permeation and development. The attribution changes of media technologies， in terms of the restriction from the positive motivators， give rise to the complex evolution of advertising forms， which can be reflected in two aspects: the life circle of the former determines the changes of the latter personalities， while the function for recombining the human sense organ of the former accelerates the consciousness evolution of the latter. From the perspective of the balance from the negative factors， advertising forms have played a significant role in selecting and reconstructing the features of media technologies， which are characterized by “presence” as a crisis-cross image and “absence” of elimination and reappearance. Media technologies and advertising forms， in a nutshell， present the double-motivator evolution in which the two parties are to some extent independent of each other though they are always checking and balancing one another.

Key words: media technology, advertising form, TRIZ theory, double-motivator check and balance mechanism

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