广告学借助“走进”传播学、营销学等相关学科,一度快速成长,如今却日显困顿,在科研、教学乃至实践中都出现了不少问题。广告学研究,需要有更为广阔的视野与更加敏锐的触角,在“走进来”的同时,有效地“走出去”。博弈论在人性假定、基本理念、市场秩序、策略依据、广告价值等方面对广告学研究意义重大,可以成为广告学“走出去”的重要路径。 With the help of “walking in”, communication science, marketing and other related disciplines, advertising has rapidly grown, but it has become increasingly difficult. Many problems have appeared in scientific research, teaching, and even practice. Advertising research needs to have a broader perspective and more acute acumen, effectively “going out” while “walking in”. Game theory plays an important role in the study of advertising in the assumption of human nature, basic ideas, market order, strategic basis, advertising value, and so on. It can become an important path for advertising “going abroad”.