【摘要】 本文对国内外广告与价值观进行综述,结果表明:首先,在研究内容上,理论分析的文章居多,综合各种媒介的立体研究很少;其次,在研究方法上,横向研究较多,纵向研究不多,大部分为内容分析法;此外,硕士论文主要是非新闻传播类学者所写,博士论文层次上的研究尚未展开。总体上看,广告与价值观研究处于浅层状态,急需吸引更多传播学者的参与。更多还原

【Abstract】 This paper processes literature review on advertising and cultural value at home and abroad.Some conclusions are explored as follows:first,articles of theoretical analysis occcupy major part of the whole research papers and researches about integrated media are found to be minor part of it;secondly,historical researches have much less than lateral ones that the former singly adopted content analysis;finally,master degree thesis were written by scholars who do not major in journalism and researches of doctoral level are not carried out yet.更多还原