国际广告研究前沿:近十年来三大国际广告学刊的研究领域与焦点  

Frontier of International Advertising Research:The Fields and Focuses of Three Major International Advertising Journals in the Past Decade

作　　者：韩红星[1] 吴雅娜 Han Hongxing;Wu Yana(School of Journalism and Communication,South China University of Technology,Guangzhou,510006)

机构地区：[1]华南理工大学新闻与传播学院,广州510006

出　　处：《现代广告》2022年第2期46-57,共12页Modern Advertising

基　　金：广东省社科规划学科共建项目“粤港澳大湾区背景下‘广东智造’的形象升级与建构研究”(GD18XXW03)的阶段性研究成果。

摘　　要：在数字技术大发展的时代,广告学科的范畴、视野、范式、研究方法等都发生了很大变化。本文基于《广告研究学刊(Journal of Advertising Research)》《国际广告学刊(International Journal of Advertising)》《广告学刊(Journal of Advertising)》三本国际广告学刊的知识图景,概括了近十年国际广告研究的领域与焦点,从绿色广告、游戏广告、广告效果、性别刻板印象、代言广告、计算广告等方向大体呈现了国际广告研究的重要成果。With the rapid advancement and growth of the digital media era,great changes have taken place in the scope,vision,paradigm,and research methods of advertising discipline.This article was written based on the knowledge graph of the three international advertising journals:“Journal of Advertising Research”“International Journal of Advertising”and“Journal of Advertising”.It summarized the fields and focuses of international advertising researches in the past decade,including green advertising,game advertising,advertising effects,gender stereotypes,endorsement advertising,and computing advertising,with the aim to present the important results of international advertising researches.

关 键 词：国际广告 知识图谱 广告研究学刊 广告学刊 国际广告学刊 研究热点 

分 类 号：G206[文化科学—传播学] F713.8[经济管理—广告]