大陆学术期刊中广告研究概览:以《现代传播》为例

伴随着改革开放30周年来临,中国广告产业也经历了一个方兴未艾的发展过程。广告作为快速发展的产业,其中各方面的因素都值得探讨。本文以1994年到2007年间,国内新闻传播类代表期刊《现代传播》所刊登的有关广告研究的学术论文为对象进行分析。通过筛选和鉴别,总共60篇文章被纳入考察范围。除了呈现大陆广告研究的总体轮廓之外,对未来研究的建议也一并提出。

Since the reform and opening up policy was implemented, the advertising industry has had a tremendous fast develop. Therein the elements related to advertising are all deserved explicit investigation. This study tends to analyze the advertising-oriented articles published in Modern Communication,a core academic journal in the communication f ield. By selecting 60 articles from the year 1994 to 2007, it outlines prolifi c picture of advertising research in China's Mainland academic circle. The limitations of this study and suggestions for future ones are also discussed.