從職業社會學角度探究臺灣廣告代理業之專業性

To Investigate the Professionalism of Advertising Aencies in Taiwan from a Perspctive of Sociology of Profession

依職業社會學的觀點，「專業性」（Professionalism）被視為是影響一個職業形象、表現、和發展的重要因素（Larson,1977；Pratt,1986）。一般大眾和從業人員對一個職業專業化程度高低的外在肯定與內在認定，即決定這一職業如何面對其工作與工作對象。因此本研究希望藉由職業社會學上及新聞領域對「專業」相關學理的探討，來思考台灣廣告代理業「專業性」的問題。研究發現台灣廣告代理業本身已具備某些專業的條件，台灣廣告代理業正逐漸朝向專業化發展，是Barber所謂「邊緣或逐漸浮現中的專業」（marginal or emergin profession）。

From the sociology of profession the professionalism is looked as an important factor which will affect a profession's image, performance, and development. (Larson, 1977; Pratt, 1986) This article is trying to speculate the professionalism's problems of advertising agencies in Taiwan by discussing the professional related theories in Sociology of profession and Journalism. It finds that the advertising agencies in Taiwan has some professional conditions. The Taiwan advertising agencies is developing to be the high-degree professionalized profession continuously. It is so called by Barber 'a marginal or emerging profession.' (Barber, 1963)