摘要
2012年中国整体经济形势并不乐观,然而中国广告业却保持着稳健的发展步伐。本文以2012年中国广告学术成果为研究对象,对广告学术研究的六个热点进行了概述:广告政策与广告产业、品牌的建构和塑造、世界大选与竞选广告、数字营销与广告前景、公益广告与社会责任、全媒体背景下的广告教育。期望能够对这一年广告学术进行总结,以此对新一年的广告研究走向有所裨益。
The whole economic situation of China is not optimistic in 2012, but the Chinese Advertising Industry just keeps the own developmental rate in a steady way. The objects of this study are the 2012 advertising academic achievements in China. and this paper introduces six hot issues in advertising academic research. these are： advertising policy and advertising industrt the construct and the shaping of brand, the world election and the election campaign, social media marketing and advertising prospect, public service advertising and the social responsibility, the advertising education under the media circumstance.
出处
《中国广告》
2013年第2期118-125,共8页
China Advertising
关键词
广告业
广告研究
学术研究
advertising industry,advertising research, academicresearch
