2007年广告学研究面临全球化、数字化等广告国际环境大趋势,中国广告产业进入了转型期。在这样的背景下,本文通过对2007年国内举行的各类广告学术会议、出版的广告学著作、期刊论文等的整理分析,总结出了过去一年里我国广告学研究的新热点、新趋势以及我国广告业发展所面临的新的机遇和挑战。 Advertising research in 2007 facing the global trend of globalization of advertising, digital advertising environment, China’s advertising industry has entered a period of transition. In this context, this article summarizes the new hot spots and new trends in the study of advertising in China in the past year through the collation and analysis of various kinds of advertising academic conferences held in China, published ad works and periodicals, etc. As well as the new opportunities and challenges that our advertising industry faces.