摘要
2011年我国广告学术研究论文贯穿宏观经济环境与中观媒介环境两条主脉络,集中于广告传播信息与形式、广告传播媒体、广告与社会文化等主题,关注热点问题和现象的分析总结,广告史研究相对不足;研究视野逐步开阔,愈加注重对国外研究成果和经验的学习与借鉴,但对国外专业期刊上最新研究成果的引用很少,表现出国内研究人员对国际广告研究最新动态的关注和了解不足;以经验研究和统计分析方法为主,理论演绎、理论建模、概念解析及实验法的应用较少,说明研究者整体上缺少对研究方法的认识和掌握,缺乏对各种新型研究工具的了解和使用。
There are two main veins of macroeconomic environment and media environment in Chinese advertising academic research in 2011.Themes such as advertising communication information and format;media;advertising and social culture attracted most of the attention of advertising academia,but lacking of researching in advertising history is a defect.Researchers gradually widen their horizon and attach more importance to the learning of the foreign research achievements,however,still without the understanding and following of the latest researching trends.The research methods mostly used are induction and statistical analysis,theoretical deduction;modeling and experimentation are scarce,which shows that the researchers in the whole lake of the mastering of various research methods and the ability of using the new researching tools.
出处
《湛江师范学院学报》
2013年第1期108-115,共8页
Journal of Zhanjiang Normal College
关键词
广告学术研究
广告传播信息
广告传播媒体
广告受众
广告教育
大国化
数字化
Advertisement academic research
advertising communication information
Media
Audience
advertising education
big power
digitalization
