台湾广告学术研究面貌勾勒——基于《广告学研究》（1993—2014）的内容分析  

The outline of Advertising Research in Taiwan： A Content Analysis Based on 〈The Journal of Advertising ＆ Public Relations〉 （1993-2014）

作　　者：罗志超[1] 

机构地区：[1]厦门大学新闻传播学院,厦门361005

出　　处：《现代广告》2015年第17期19-26,共8页Modern Advertising

基　　金：教育部人文社会科学青年基金项目“海峡两岸传媒交流与政治互信研究”,资助项目编号14YJC860030;福建省社会科学规划重点项目“闽台传媒特区与两岸政治互信研究”,资助项目编号2013B025和厦门大学中央高校基础科研业务费项目“台湾新闻自由与两岸传媒交流研究”的阶段性成果.

摘　　要：本文对1993—2014年发表在台湾《广告学研究》上的204篇学术论文进行研究，分析内容包括：作者构成、研究主题、理论范式及研究方法。分析结果表明：台湾广告研究以高校学者为主力军，研究方式以独立完成为主；研究者所关注的课题相对集中于消费者行为、广告讯息、广告与公关等领域；在应用理论范式和遵守学术规范方面尚有不足；主要使用量化方法，对研究方法的使用不够均衡。研究结果为解读台湾广告研究的基本状况及变化趋势提供了重要数据。The paper analyses 204 academic papers which were published in 〈The Journal of Advertising ＆ Public Relations〉 from 1993 to 2014. Content analysis includes author＇s background, research topic, theoretical paradigm and research approaches. Analysis results indicate that scholars from universities are the main force of advertising research in Talwan, and the majority of researches are done independently. The topics of advertising research were relatively concentrated on the field such as consumer behavior, advertising message, advertising and public relations and so on. But the application of theoretical paradigm and adherence to the academic norms are still inadequate. Quantitative methods are mainly used, while the use of research approaches do not keep balance. The findings of the paper provide important data to interpret the basic situation and changing tendency of advertising research in Talwan.

关 键 词：《广告学研究》 台湾广告研究 内容分析 

分 类 号：F713.8[经济管理—广告]