21世纪初我国广告学术研究态势分析——以《当代传播》(2000—2009)广告文献为研究样本  

The Current Chinese Academic Study on Advertising in the First Decade of 21^(st) Century:A Sample Study Based on Advertising Literature Published in Contemporary Communications(2000-2009)

作　　者：吴琼[1] 李凤成[1] 

机构地区：[1]安徽财经大学文学与艺术传媒学院,安徽蚌埠233030

出　　处：《昆明理工大学学报（社会科学版）》2011年第2期80-84,共5页Journal of Kunming University of Science and Technology(Social Sciences)

基　　金：安徽财经大学青年科研项目"蚌埠文化产业可持续发展的瓶颈及其对策"(ACKYQ0935ZC)阶段性成果

摘　　要：新世纪、新环境给我国的广告发展带来新的发展机遇与挑战。本文通过对《当代传播》(2000—2009)所刊载169篇广告研究文献用内容分析方法进行文本研究。以求考察我国广告业及学术研究于21世纪初面对新情况的反应和变化情况,并试图为以后广告发展及广告学术研究提供具备参考价值的资料。The new century and the corresponding new circumstances bring to Chinese advertising industry both opportunities and challenges for development.In view of this,the essay conducts a content analysis over 169 pieces of essays on advertising study published in Contemporary Communications（2000-2009）,aiming to explore the responses and changes Chinese advertising industry and academic circle have encountered in face of the new situation in the first decade of 21st century,for purpose of providing reference to future development and academic research in this field.

关 键 词：《当代传播》 广告研究 广告文献 态势分析 

分 类 号：G206[文化科学—传播学]