1998—2015:中国广告学研究热点、趋势及网络

A research on the hotspots,trends and networks in Chinese advertising during 1998-2015

研究热点反映出某一学科或领域的研究行为在特定时期的偏好,这种偏好的出现与那个'当下'的历史整体性紧密相关。本文采用文献计量学方法,选择CSSCI数据库中1998—2015年间收录的广告学论文为研究对象,在Citespace软件辅助下绘制关键词共现图谱、时区知识演化视图。从30个高频关键词中筛选出6个高中介中心度和强突现的词汇,据此分析我国该阶段广告学科的研究热点和趋势。同时,相关学者与文献介入到以上关键词盛行的社会和历史现场,使得广告学研究活动与宏观社会历史背景发生关联。研究结果表明,由特定社会情境引发的广告业界前沿议题直接影响了学界的研究热点及偏向。而从更为广泛的意义上说,广告学研究重应用、轻理论的状况没有发生根本性转变。

In the process of academic development,as an important research object of academic history,'research activity itself'has gradually become the focus of research on contemporary academic history and scholars.Meanwhile,Researching hotspots reflect the preference of researching activities in a certain discipline or field during specific periods.The appearance of preferences is closely related to the historical integrity of the'moment',especially in China,which has gone through nearly 40 years after the reform and opening up,its academic development'has undergone a comprehensive recovery from continuous fracture to an unprecedentedly active and fruitful boom period'.Against this background,with the gradual rise of'the re-opening of advertising market and the beginning of advertising education',there is no lack of thinking and research on the production and development track of advertising knowledge.Previous studies have laid the foundation for analyzing the knowledge production of Chinese advertising from the perspective of academic history,and quite a number of studies involve combing the themes and hot spots of advertising research.However,there are still some shortcomings as follows:First,relevant studies only provide a summary of the research results of Chinese advertising,but lack of'historical integrity'mining of the growth and prosperity of advertising knowledge production at a certain time node or period,thus more or less ignoring the interactive relationship between advertising research and other social factors.Second,the data collection time of most studies began in 1979,and we are not questioning the importance of taking Name Rectification of Advertising published in 1979 as the logical starting point of the whole process of advertising research to develop the discussion.But we also need to pay attention to another important research node,namely 1998.According to the research of relevant scholars,major changes have taken place in academic research on advertising since 1998,namely knowledge production of advertising began to focus on application and gradually evolved to both application and basic research,thus opening the dialogue stage between Chinese advertising academic and advertising industry.This paper adopts one of the bibliometrics methods and uses the papers on advertisement included in the CSSCI database from 1998 to 2015 as the researching object.The key words co-occurrence maps and Time Zone knowledge evolution views are drawn via the tool Citespace.So we analyze research hotspot,trends,and the formation of the hot network on the stage of advertising subject in our country,and visualize the study of advertising in China in this period.Different from the past,we start from the research hotspot of this stage to investigate how relevant scholars and literatures get involved in the social and historical scene where relevant keywords prevail,or how these hotspots are'reflected'by the academic circle in that'present'historical period.What are historical opportunities of their appearance?In order to answer the above questions,this paper selects six words with high intermediary centrality and strong prominence from 30 high-frequency keywords such as'advertising effect','advertising strategy','advertising management','TV advertising','advertising communication'and'advertising creativity'.It is found that these six words are not isolated'points'.Instead,they are linked together according to the time sequence of'emergence',representing the hot turn and the trend of knowledge evolution in a certain period of time.For example,the key word'advertising effect'has emerged from 1998 to 1999,and relevant researches focused on the characteristics of advertising and the evaluation of advertising effect.'advertising strategy'has emerged from 1999 to 2000,and relevant researches mainly discusses how to improve the advertising effect and strategy under the background of the Internet.The term'advertising management'has emerged from 2001 to 2004.Related research topics include not only the analysis of the development trend of media industry under the background of globalization,but also the discussion of the management strategy of media advertisement after China’s entry into WTO.'TV advertisement'has emerged from 2004 to 2005,and we searched 40 relevant literatures.At this stage,the attention of academia to the cultural functions of TV advertisements is responding to some problems in the process of enterprise brand globalization.'Advertising communication'has emerged from 2005 to 2006,and at this stage,we have found39 relevant literatures in the CSSCI database,such as Advertising Communication Concept:from Material-Oriented to People-Oriented.The frequently occurring word'advertising creativity'(2009-2011)responded to the forefront dynamics of the industry’s pursuit of the unification of internationalization and localization of advertising creativity at that time.At the same time,the presence of these research focus is closely related to broad social changes of the world,in particular,the development of advertising industry dynamic derived from the'present'economic situation,policy and law.Furthermore,relevant scholars and literature always follow and involve in the issue of industry in a specific way,so as to interact with a wide range of social factors and generate intangible'network'.From this point of view,the significance of reviewing the hot spots of advertising studies from 1998 to 2015 is also to help us understand the various social factors that affect the discipline of advertising and its knowledge spectrum,and thus to pay attention to the overall relationship of problems when facing the complicated phenomenon of advertising culture.More importantly,when selecting six emergent vocabulary from 30 high-frequency keywords,we also note that five of the six words are the hotspot clustering with obvious characteristics of application.While the rest of the'advertisement communication'literally represents the hotspot of basic type research,but after carefully reviewing 39 relevant articles,we found that the real point is still the applied research of advertisement effect.From this point of view,some scholars as early as 2002 concluded that Chinese advertising research'emphasizes experience but ignores theory',and the situation of'emphasis on application and neglect of basic theory'has not changed fundamentally.