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本文以西方目前主导性广告学术类五大刊物在2011-2012年间所刊登的139篇学术论文为主要考察对象,整理出六大广告研究热点:赞助活动的作用机制成为研究热点,网络时代下的广告新动向,社交媒体依然为讨论重心,市场营销寻找新突破,网络时代的消费者心理研究与新兴市场中的广告研究。社交媒体与口碑营销依然是研究热点,传统的广告模式、广告心理研究也成为2012年不可或缺的部分。由于2012年的伦敦奥运及金砖五国的兴起,也使赞助广告和新兴市场中的广告研究成为2012年独特的热点。
In this paper, 139 academic dissertations published in 2011-2012 among the five major academic journals of leading advertising in the West are the main research subjects. Six hot topics of advertising research are summarized as follows: the mechanism of sponsorship activities becomes a research hotspot, and advertising under the Internet age New trends, social media still focus on the discussion, marketing to find new breakthroughs, consumer psychology in the Internet age and advertising research in emerging markets. Social media and word-of-mouth marketing are still hot topics. The traditional advertising model and advertising psychology research have also become an indispensable part of 2012. The 2012 London Olympics and the rise of the BRICS countries have also made sponsorship ads and advertising research in emerging markets unique in 2012.