Overview,Hot Spots And Trends Of Western Advertising Research

Advertising academic journals are an important resource for advertising academic research.Advertising academic journals are not only important intermediaries for information communication and knowledge sharing,but also important standards for judging the level of advertising research and the development of advertising disciplines.Compared with other humanities and social disciplines,advertising is a very young discipline,and its disciplinary theories draw more on the relatively mature theories of economics,psychology,and sociology.In recent years,despite the rapid development of advertising,compared with other mature disciplines,there is still a big gap in the level of development of advertising disciplines.This research is based on the Web of Science database and collects the two journals of Journal of Advertising and Journal of Advertising Research that have been included in the past thirty years(1989-2018)Article,using CiteSpace data analysis software to explore Western advertising research.Combing the basic overview of Western advertising research in the Internet age,exploring research hotspots and academic frontiers in the field of Western advertising,and describing the overall "knowledge map" of Western advertising research in order to provide guidance for contemporary Chinese advertising research in the context of the Internet.Knowledge graphs analyzed by CiteSpace data show that the development of advertising research worldwide is extremely uneven.In the field of advertising research,the United States has largely monopolized the academic discourse of Western advertising research.Most of the important authors and institutions in the field of advertising research are from the United States.The Western cultural hegemony headed by the United States is particularly prominent.In the past three decades,the characteristics of interdisciplinary research in Western advertising are obvious,including research power from different disciplines such as business economics,psychology,medicine,sociology,computer science,and neuroscience.However,the subject boundaries are still relatively clear,and consumer behavior and effect research are still the core topics of research.With the rapid development of the Internet,the objects of Western advertising research have also experienced a shift from traditional platform advertising to Internet online advertising,mobile digital advertising research has grown significantly,and Internet word-of-mouth communication,mobile games,and sub-groups may become future advertising.Potential hot spots for research.