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.
引文
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