【作者】 李丽丽；

【导师】 黄合水；

【作者基本信息】 厦门大学 ， 传播学， 2006， 硕士

【摘要】 本研究采用内容分析的方法,以美国广告学术期刊《Journal of Advertising Research》为研究对象,通过对该杂志文章标题、作者人数、作者国别、发表年份的分析,全面系统地探讨30多年来国际上广告研究的发展状况及趋势,期望为今后的广告理论建构和广告实践活动和提供新的指导意义,并为中国广告理论研究的发展进步提供借鉴经验。研究结果显示:①30多年来,研究者们对于广告研究的热情一直在不断提高之中,其研究生产力也在不断发展之中。同时,JAR杂志为研究者发表、共享研究结果提供了更大空间。②在广告研究涉及的10个领域中,各领域得到的研究关注轻重不一。广告媒体和消费者行为是最受关注的两个研究领域,二者所占比例达到近50%,在每个年代中均处于研究数量上的领先地位。此外,研究力量集中于广告媒体、消费者行为、广告管理、广告讯息、调研、广告与营销这6个领域,目标与细分、国际广告、广告教育研究状况、法规与社会问题这4个领域并不是研究重点。③10个研究领域在各个年代呈现出6种代表性的发展趋势,分别是:广告媒体领域在80年代比例下降后90年代有所上升;消费者行为、法规与社会问题领域比例持续下降;广告管理、广告讯息、国际广告领域70年代、80年代平稳发展,随后比重上升;调研、广告教育研究状况领域80年代达到一个高峰值,但90年代却大幅下降;广告与营销领域发展平稳,各年代比例基本相同;目标与细分领域70年代、80年代平稳发展之后比例下降。④在6个主要研究领域涉及的研究主题中,各领域所呈现的研究特点不尽相同。广告媒体领域的研究主题多元化,电视是研究热点,网络异军突起,而广播、报纸、户外媒体遭受冷遇;消费者行为领域研究关注的主题较为丰富,广告效果和消费者类型是两大热门的研究主题;广告管理领域中,广告公司和广告主和品牌策略是研究的重点,其中品牌策略方面的研究内涵十分丰富,关于品牌资产方面的研究数量最多;广告讯息领域的研究面较为广泛,主题多样,但研究力量分布不均,存在一些研究热点,同时也有某些内容没有吸引足够的研究注意力。行业广告、赞助广告、模特要素、性别要素、比较广告等是研究的热点;在调研领域中,方法论这一主题占据支配地位。而方法论中又以关于定量研究法(特别是调查法)的研究居多。广告与营销领域中,营销组合的4个主要变量产品、价格、促销、渠道的重要地位显而易见,整合营销传播脱颖而出,成为研究热点之一。⑤美国是当之无愧的广告研究大国,中国在广告研究领域与世界一流水平仍然有很大差距。另外,研究者在个人独立研究的同时已经意识到学术研究合作的重要性,单一作者和混合作者各自占了49%。本次研究还对国际上广告研究呈现出的研究特点背后的深层原因进行了分析、讨论,并根据研究结果及分析对以后的研究和中国的广告研究提出相应的建议。更多还原

【Abstract】 This study used content analysis to reach the purpose. It chose‘Journal of Advertising Research’, which is one of the three leading Advertising Journals in American, as the research object. The purpose is to entirely investigate the development and trends of advertising research of the world during 30 years, to provide new guidance for the establishment of advertising theory and advertising activity, and to supply experience for the development and improvement of advertising research of china.The study got some findings as follows:①The researchers’passion and productivity about advertising research increased unceasingly in the past 33 years. At the same time,‘Journal of Advertising Research’offered more space for the publication and share of the research results.②In the ten fields of advertising research, the attention on every area was different. Media and Consumer behavior were the two fields which gained the most research attention. Their proportion was about 50% and they were always in the leading position in every decade. Furthermore, the research attention focused on Media, Consumer behavior, Management of advertising, Message, Research, Advertising and marketing. On the contrary, Targeting and segmentation, International advertising, Education and research status in advertising, societal and legal issues were not the emphases.③The ten research fields showed six typical trends in 1970s,1980s and 1990s. The proportion of Media dropped in 1980s, then climbed in 1990s. The area of Management of advertising, Message and International advertising developed steadily from 1970s to 1980s, then increased in the next decade. The field of Research and Education and research status in advertising arrived at a climax in 1980s. But the proportion declined sharp in 1990s. The share of Advertising and marketing almost kept in the same level. After steady growth in 1970s and 1980s, the proportion of Targeting and segmentation fell in 1990s.④Every research field took on different features in the research topics. The topics of Media were multiplex. Compared with TV and web, Radio、newspaper andoutdoor gained little attention. Consumer behavior was affluent in the research topics. Advertising effect and consumer types were the two most pop subjects. Advertising agency and advertiser, brand strategy were emphases in the area of management of advertising. The content of brand strategy was abundant and the research about brand equity came out top. The topics of Message covered abroad, but the research force distributed differently. Some hotspots existed, but there were also some subjects which couldn’t attract enough attention. Researchers paid more attention to the topics such as Industry advertising, sponsorship advertising, model factor and sex factor. Methodology dominated in the field of research. Moreover, the research with regard to quantitive research, especially on inquiry, ranked first in the theme of methodology. In the area of advertising and marketing, the main variables of marketing combination (product, price, promotion, place) were important. And the integrated marketing communication was significant.⑤America is the super country of advertising research, while there is still a long distance between china and other countries of high level in the world. In addition, the investigators have already realized the significance of research cooperation. Single author and mixed author each accounts for 49%.The study also analyzed why the advertising research presented such characteristic. On the basis of the outcome and analysis, the paper put forward some suggestions for the future study and the advertising research in china.更多还原