摘要
2013年,在中国经济维持稳健、低速发展的大环境下,中国广告市场整体保持平稳,但广告市场内外仍充满了各类变数。由于缺乏经济大刺激,广告业的发展将维持了一段不景气状态,而这种不景气的持续发酵,将引发广告行业再一次洗牌和转型。本文通过对2013年国内举行的各类广告学术会议、出版的广告学著作及期刊论文等内容的整理分析,总结了七点广告学研究的新热点、新趋势。期望对2014年的中国广告业和广告研究有所裨益。
During 2013, in the background that China＇ a economy kept low speed but steady growth, the advertising market of china remained stable. However. both the internal advertising market and the external advertising market are highly variable, The advertising will remain a depression for the lack of economical stimulation. And the keeping depression will lead to a reconstruction and transformation of the advertising. In this paper, the author made an analysis of various academic conferences of advertising, the published advertising works periodicals and papers in 2013.and summarized seven new hot pots and developing trends of advertising, hoping that it will be beneficial to the advertising in 2014.
出处
《中国广告》
2014年第5期127-136,共10页
China Advertising
关键词
广告业
广告研究
学术视角
advertising industry
advertising research
academic perspective
