Problem Consciousness And Method Choice Of Advertising Research

Compared with the long academic research history of basic subjects,the research of advertising,which has been more than 100 years,is just in its infancy.In China,with the leap-forward development of the advertising industry,the disciplinary structure of advertising has achieved initial results and has made considerable progress.The academic research of advertising has begun to take shape.With the disciplinary system as the support theory,the current outlook of advertising academic research is explored.Based on the content analysis method to comprehensive news dissemination,social sciences,the university journals of liberal arts class CSSCI source journals and " the Research on Advertising " "Modern Advertising" "Advertising in China" "Sound Screen world " the four ads professional journal published from 2016 to 2020 papers from researchers,research questions,research method is analyzed,from the results:advertising subject awareness is higher,but the core author has not yet formed;The overall degree of cooperation in advertising research decreased;The standardization,integration and rigor of advertising research methods need to be strengthened;Advertising theory and practical researches are balance.Reflection on the current orientation and path of advertising research in China can be concluded that the fit between the methods and content of advertising research in China has been improved,but the academic dialogue mechanism has not been established yet,and the pedigree of Chinese advertising knowledge needs to be reconstructed urgently.