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本文以中国知识资源总库(CNKI系列数据库)1979-2010年间5个重要数据库内与动漫广告相关的论文为第一手资料,运用内容分析法,从研究主题、研究属性、理论视角以及研究方法4个方面对国内近几年来的动漫广告研究进行定量研究。研究发现,截至2010年底,中国动漫广告整体理论研究水平不高,正处在观念引入和快速发展的初期状态,缺少系统的定量研究。在当前的新媒体背景下,希望能借此提高学界对动漫广告研究的认识,吸引更多传播学者的重视和参与。
This dissertation uses the content analysis method from the research papers, the research properties, the theoretical perspectives and the research methods based on the articles related to animation advertisements in the five important databases of China Knowledge Database (CNKI series) from 1979 to 2010. In four aspects, the quantitative research of animation advertisement research in China in recent years has been carried out. The study found that as of the end of 2010, the overall theoretical research on Chinese animation and advertisement was not high, and it was in the initial stage of introduction and rapid development of concept, lacking systematic and quantitative research. Under the current background of new media, I hope this will help to raise awareness of animation advertising research and attract more attention and participation of communication scholars.