机构地区: 武汉大学新闻与传播学院媒体发展研究中心
出 处: 《广告大观(理论版)》 2012年第6期14-19,共6页
摘 要: 本文选择《国际广告学刊》作为研究对象,对该杂志从2006—2012年所刊发的51篇欧洲广告研究的学术论文,从地区分布、研究主题、研究进路、研究方法、作者背景、核心文章等角度进行全面分析,描述欧洲广告研究的现状,并在统计数据的基础上指出欧洲广告研究在研究主题、研究取向、研究进路和研究方法上发生了明显转向。 This article selects International Journal of Advertising as the object of study, based on 51 European advertising research published on the journal, from 2006-2012. It describes the status of European advertising research through the comprehensive anal.ysis for regional distribution, research topic, research orientation, research methods, background, and core articles and so on. In addition, it also points out that European advertising research has obviously changed direction towards research topics, research orientation, research approaches and research methods on the basis of statistical data
领 域: [经济管理—广告] [经济管理—产业经济]