Research On The "Interview Source" Of The Professional Advertising Journal Through The Comprehensive Content Analysis

The media text is not only the reflection of social phenomena, but also the social reality. The study of media text can help us to better understand the media production and operation. The thesis aims to study the problem of "interview source" of the Professional Advertising Journal through the comprehensive content analysis. The author chooses "China Advertising" Magazine which is the most representative and was founded earliest in China as the research object. There are1104articles of83Journals which are selected as the sample. On the base of the result of content analysis, in-depth interview with an editor of China Advertising Magazine and the author’s participant observation are taken to find out the reasons and provide the solutions. Finally, the paper gives the modern criticism of the Professional Advertising Journal from the aspect of Marxism.Research finds the problem of "interview source" of China Advertising Magazine can be concluded as follows:Gender imbalance of "interview source", the lack of international "interview source", Overexposed of the same interviewee during a short period, the "Overexposed" shows the regularity of the year and so on. The reasons of those problems are firstly related to the current situation of Advertising Industry, secondly connected with the positioning of China Advertising Magazine, thirdly,it’s the result of the interdependence and compromise of the various elements of the advertising communication ecosystem.the last but the most important reason is the economic cooperation under the business logics. Overall, it has nothing to do with the "interview source" themselves which is not the embodiment of the individual will, but the needs of collective interests hidden behind the individual by the drive of the market.The Commercialization, privatization, centralization and deregulation in the professional advertising journals shows dramatically no matter on the dimension of manifestation or ideological. The biggest problem facing advertising professional journals is how to balance "Professional" and "Commercial", how to integrate "Content" and "Value".