交叉学科视角下的国内广告研究——基于1523篇广告研究论文的内容分析
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摘要
本研究对2008-2017年间发表于CSSCI来源期刊上,篇名含有"广告"一词的1523篇广告研究论文进行内容分析,并与既有研究结论进行纵向对比。发现近十年国内广告研究已取得显著成果,研究者的学科范围扩大,发表广告论文的期刊种类增加,论文数量明显增加。广告研究的质量亦明显提升,有更多的研究运用了实证研究方法,引用了国外研究成果。研究者们更关注广告讯息等应用层面的研究,涉及广告历史等基础理论层面的研究还有待提升。
This article studies the content of 1523 papers which include the word "advertising" from the CSSCI periodicals and makes vertical comparisons of their findings. It finds that remarkable achievements have been made in advertising research in the past decade. Researchers have expanded their academic scope and increased the types of periodicals and the number of papers published.The quality of advertising research has also improved significantly. More studies have used empirical research methods and cited foreign research results. Researchers are paying more attention to the application of advertising information research. Research involving the history of advertising and other basic theoretical level of research needs to be improved.
This article studies the content of 1523 papers which include the word "advertising" from the CSSCI periodicals and makes vertical comparisons of their findings. It finds that remarkable achievements have been made in advertising research in the past decade. Researchers have expanded their academic scope and increased the types of periodicals and the number of papers published.The quality of advertising research has also improved significantly. More studies have used empirical research methods and cited foreign research results. Researchers are paying more attention to the application of advertising information research. Research involving the history of advertising and other basic theoretical level of research needs to be improved.
引文
(1)刘振.我国广告研究现状分析[J].当代传播,2010(2).
(2)ZinKhan,George.M.On Positioning the Journal of Advertising[J].Journal of Advertising,1994(23).
(3)叶凤琴,刘泓.广告学科发展及其研究范式转型[J].福建师范大学学报(哲学社会科学版),2009,159(6).
(4)[美]艾尔·巴比.社会研究方法[M].邱泽奇译.北京:华夏出版社,2005:306.
(5)Frost.P,Taylor.R,Partisan perspective:A multiple-level interpretation of the manuscript review process in social science journals,Publishing in the Organizational Sciences,13-43.Sage:Thousand Oaks,CA.
(6)Henthorne T L,Loraas T.Publication Productivity in the Three Leading U.S.Advertising Journals:1989 through 1996[J].Journal of Advertising,1998,27(2).
(7)James A.Muncy,Jacqueline K.Eastman.The Journal of Advertising:Twenty-Five Years and beyond[J].Journal of Advertising,1998,27(4).
(8)陈文玲.台湾广告学术研究面貌之初探[J].深圳大学学报(人文社会科学版),2003(3).
(9)丁俊杰,初广志,李杉.新闻传播期刊中广告学术研究成果再研究[J].现代传播,2009(6).
(10)陈刚.当代中国广告研究方法的三个问题[J].中国广告,2006(7).
(2)ZinKhan,George.M.On Positioning the Journal of Advertising[J].Journal of Advertising,1994(23).
(3)叶凤琴,刘泓.广告学科发展及其研究范式转型[J].福建师范大学学报(哲学社会科学版),2009,159(6).
(4)[美]艾尔·巴比.社会研究方法[M].邱泽奇译.北京:华夏出版社,2005:306.
(5)Frost.P,Taylor.R,Partisan perspective:A multiple-level interpretation of the manuscript review process in social science journals,Publishing in the Organizational Sciences,13-43.Sage:Thousand Oaks,CA.
(6)Henthorne T L,Loraas T.Publication Productivity in the Three Leading U.S.Advertising Journals:1989 through 1996[J].Journal of Advertising,1998,27(2).
(7)James A.Muncy,Jacqueline K.Eastman.The Journal of Advertising:Twenty-Five Years and beyond[J].Journal of Advertising,1998,27(4).
(8)陈文玲.台湾广告学术研究面貌之初探[J].深圳大学学报(人文社会科学版),2003(3).
(9)丁俊杰,初广志,李杉.新闻传播期刊中广告学术研究成果再研究[J].现代传播,2009(6).
(10)陈刚.当代中国广告研究方法的三个问题[J].中国广告,2006(7).