Research On The Academic Situation Of Chinese Mainland Advertising(1999-2019)

With the passage of time,advertising academic research has gradually improved,formed the corresponding research paradigm and research theme,direction,root must touch all aspects of advertising.The micro academic achievements are numerous,but the meso-or macro-level academic research is very scarce.under the role of the discipline attribute and practice direction of advertising,it may lead to the shock of advertising in the torrent of the times and the agitation of the discipline.unable to play its due role.Therefore,on the basis of in-depth study of relevant research results at home and abroad,this paper constructs the logical framework of this paper,and chooses to conduct in-depth research on advertising academic papers,in order to outline the academic development context and trend of advertising.The second part of this paper explains the research design of the paper,selects the database and journal sources of academic papers,and defines the academic trend of advertising operationally on the basis of previous research results and combined with the reality of this paper.it is divided into theoretical paradigm,research field,media research,research paradigm,advertising effect,academic subject and the direction of academic research.After collecting,combing or screening and statistics the data,a certain number of samples are selected for trial analysis,on the one hand,the concept of coding category is deeply understood;on the other hand,the reliability of class purpose is tested,which lays the foundation for statistical analysis.Then the third part is the description and statistical analysis of the data,taking journals and years as independent variables,which not only describes their variable distribution characteristics but also outlines their historical changes.Through in-depth analysis,this paper finds that the theoretical sources of advertising academic research are diverse,but with marketing and psychology as the core,it forms a multidisciplinary pattern;the research theme focuses on advertising noumenon and advertising subject research;the development of the times,the progress of technology,and the revolution of the media make the traditional media and the new media separate and close.The research methods still follow the tradition of qualitative research orientation,but the quantitative research orientation is gradually rising,forming academic groups and factions based on colleges and universities and centered on the leaders of various disciplines,focusing on advertising marketing and effect,and lack of social impact research;in the sense of research,it is dominated by the direction of practice,and the theoretical research and discipline construction are gradually improved and developed.The fourth part is on the basis of the previous research conclusions,combined with the research results of academic scholars to make an in-depth theoretical analysis and explanation of the characteristics of variable distribution and historical changes.Finally,with the help of Kuhn's paradigm and scientific development model theory and Laudan's scientific rationality theory,the paper makes a more in-depth discussion and analysis of the advertising academic trend,and also analyzes the shortcomings and prospects of this research.