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近年来,海外汉学研究在国内受到了愈来愈多的重视。就广告研究而言,海外中国广告研究也取得了许多令人瞩目的学术成果,其中尤以“广告史”的研究在海外中国广告研究中成果最为突出和集中。本文即是在对海外汉学中中国广告史研究的学术平台与分布情况进行初步描述的基础上,以几种代表性著述为例,对海外中国广告史研究现状进行综述,并对其成绩、方法及启示进行理论反思。
In recent years, overseas Sinology has received more and more attention in China. As far as advertising research is concerned, there have been many remarkable academic achievements in overseas Chinese advertising research. Especially the research on “Advertising History” has the most prominent and concentrated research in overseas Chinese advertising research. Based on the preliminary description of the academic platforms and distribution of Chinese advertising history in overseas Sinology, this article summarizes the research status of overseas Chinese advertisement history by taking several representative articles as an example, and analyzes its achievements and methods And inspiration for theoretical reflection.