2018年广告学学术研究现状分析——基于九本传播学学术期刊广告学论文的统计分析

Research Review of Academic Investigations on Advertising in 2018——Based on Statistic and Analysis of Theses about Advertising on Nine Academic Periodicals of Communication Published in 2018

文章运用Wordscount软件,对新闻传播学类九本学术期刊2018年发表的339篇广告学学术文章进行词频统计与分析,发现本年度广告学研究中“品牌”“中国”“营销”成为重要研究视点,广告研究依旧关注广告业生态变化,媒介研究聚焦三大板块,类型化广告研究的问题意识更加明晰,基础理论、人才培养问题引起一定的重视,广告文化研究开启了广告学术研究的新视域。本年度广告学术研究具有以应用的对策性研究为重,能够为业界提供及时的理论解释与支持,研究方法多样、研究视角与理论观点各具特色,关涉问题众多但各方观点自成一家、缺乏呼应与争鸣等特点。

Making use of Wordsco unt software to con duct a freque ncy statistic of words in 339 academic articles about advertising published in 2018 on nine periodicals of journalism and comm un icati on type, this thesis discovers that academic in vestigati ons on advertisi ng in 2018, still concerning ecological diversification of advertising itself, put "Brand","China" and "Marketing" at the core, in addition to which media researches highlighted "Three Plates". Question conciousness of categorized advertising studies became more specific, while sufficient weights were given to basic elements and talent cultivations. Advertising cultura 1 investigations inaugurated brmn-new perspectives of advertising academic researches that have such characteristics as much focus on application strategies, due-time theoretical illustrations of and explanations for advertising fields, diverse researching methodologies, distinctive pointing views, as well as comprehensive but irrelative theories.Beijing Advertising Advertising Supervision.