论文部分内容阅读
本文以西方目前主导性广告学术类六大刊物在2010-2011年间所刊登的188篇学术论文为主要考察对象,整理出比较突出的广告研究热点:社交媒体与广告的研究热潮、互动媒体环境要求新的社会营销模式、植入式广告在新媒体环境中的效果、少数群体的广告也成为了“热点”、广告道德规范、当广告遭遇“回避”、广告效果认知的误区、市场调查的未来发展等八个方面,希望由此勾画出西方广告学术研究发展的最新脉络。
This dissertation takes 188 academic dissertations published in the six leading academic journals in the west in 2010-2011 as the main research object, and puts forward some prominent advertising research hot spots: the research craze of social media and advertisement, the requirements of interactive media environment The new social marketing model, the effect of implanted advertising in new media environment, the advertising of minority groups has also become the hotspot of advertisement, the moral of advertising, and the misunderstanding of advertising effect recognition when the advertisement encounters “avoidance” , The future development of market research and other eight aspects, hoping to outline the latest context of Western advertising academic research and development.