Knowledge Graph Analysis Of Chinese Advertising Studies In The Past Twenty Years (1998-2019)

With the help of the visualization function of CiteSpace software,this study takes the literature published in CSSCI journals from 1998 to 2019 as the research object through specific technical means such as word frequency analysis,keyword co citation analysis,literature co citation,combined with quantitative and qualitative research methods.Through repeated tests and discussions,the data retrieval conditions were determined to be "advertising" or "marketing" or "brand",and 13,193 academic papers were obtained.Based on the research framework of Paul Levinson's media evolution theory,combing the literature of advertising research in the past two decades,analyzing the academic groups,research hot spots and frontiers of advertising research,the development trend of advertising,summarizing advertising development stages,analyzing advertising development,and analyzing advertising development Motivation to provide scientific predictions and reasonable suggestions for the development and improvement of advertising research.Co-citation analysis of authors,co-citation analysis of organizations,and analysis of emerging authors reveal information about high-impact authors and academic groups in domestic advertising research,as well as research institutions.The study found that most of the high-frequency writers,high-cited authors,and high-advertised research citation authors in the field of advertising research are post-50 s authors,and the emerging young authors have weaker vocal power in academic research.In terms of institutional cooperation,most institutions are one-off cooperation,the cooperation relationship is weak,and the research institutions are mostly "double first-class" universities.Using high-frequency keywords for co-occurrence analysis,it is found that the hot spots and frontiers of domestic advertising research are greatly affected by the technical environment and market.In order to further elaborate the development context and general trend of domestic advertising research,the development of advertising in China in the past two decades has been divided into four development stages.The period from 1998 to 2001 was a period of slow growth.The research hotspots mainly included: advertising management,newspaper advertising,brand image,etc.The most striking is the rapid development of newspaper advertising.From 2002 to 2008,domestic advertising research has entered a stage of rapid growth,related research has developed rapidly,advertising research has become more in-depth,and operability has also been improved.Pure theoretical research is no longer unique.Advertising during thisperiod is mainly from the market.From a perspective.From 2009 to 2014,as a slow-growing stage,domestic advertising research has entered a period of precipitation and deepening,during which advertising has entered a period of transformation.With the technological change,the hotspots at this stage have been continuously renovated through the practice of the advertising industry.The practice research of brand culture construction and big data research have become an important content of advertising research in China.From 2015 to 2019,China's advertising research has entered a stage of integrated development.From the perspective of advertising evolution,although the number of advertising research results is decreasing,the overall interest in research is not decreasing.The research content of advertising has changed from conceptual research to practical research.In the future,it will further study advertising in the perspective of technological innovation and market.