摘要
体育广告是体育与广告结合的新研究领域.从中国学术期刊网络出版总库获取1994-2013年间发表的225篇体育广告研究论文,利用可视化软件CiteSpace,绘制体育广告研究知识图谱,结合文献资料、内容分析等方法,总结出我国体育广告研究的体育明星广告、体育赛事广告、体育产品广告、体育电视广告及体育广告理论等5个前沿与热点领域,为我国体育广告理论建设提供参考依据.
Sports advertising is a new field of study combining sports and advertising. Chinese academic journals published from the network pool to get published 225 sports advertising research papers between 1994-2013, with the information visualization software CiteSpace draw sports advertising research knowledge map, combined with literature data, content analysis and other methods, summarized out of five frontier and hot research field of sports advertising sports star advertising, sports advertising, sports product advertising, sports television advertising and sports advertising theory, provide a reference for the construction of sports advertising theory.
出处
《闽南师范大学学报（自然科学版）》
2014年第2期91-96,共6页
Journal of Minnan Normal University：Natural Science
基金
"十一五"国家课题"广告学专业实践体系的改革与创研究"子课题(FIB070335-A14-06)
福建省教育厅A类项目(JA1191S)
关键词
中国
体育广告
研究前沿与热点
知识图谱
China
sports advertising
research frontier and hot
knowledge mapping
