基于科学文献计量的广告设计知识图谱研究  

Research on Knowledge Graph of Advertising Design Based on Scientific Bibliometrics

作　　者：杨雪萍 Yang Xueping

机构地区：[1]中国人民大学苏州校区办公室

出　　处：《现代广告》2023年第14期55-61,共7页Modern Advertising

摘　　要：为厘清国内近20年广告设计的研究现状,更好地了解和掌握广告设计的研究进展,通过文献计量软件对CNKI数据库中的重点文献进行了计量可视化分析研究。以北大核心、CSSCI期刊数据库的文献为数据源,利用Cite Space软件进行知识图谱绘制,从研究机构、作者和关键词等多角度分析梳理近20年来中国广告设计的研究概况和走向。研究发现,近20年广告设计研究总体发文量呈现前期上升,近年来下降的趋势。核心研究作者群和研究团队缺乏,不同团队之间的学术联系较弱,合作网格呈现普遍疏散的态势。广告设计研究内容热点分散,从宏观层面专注于设计价值、美学原理、哲学思维等转向微观具体应用场景的研究方向。In order to clarify the current research status of advertising design in China in the past 20 years and understand the research progress of advertising design,a quantitative visualization analysis was conducted on key literature in the CNKI database using bibliometric software,With the literature of Peking University core and CSSCI journal database as the data source,the Knowledge graph is drawn by using Cite Space software,Analyzing the trend of China's advertising design in the past 20 years from the perspectives of research institutions,authors and keywords,Research has found that the overall publication volume of advertising design research in the past 20 years has shown a trend of increasing in the early stage and decreasing in recent years,The core research author group and research team are lacking,and the academic connections between different teams are weak,The collaborative grid shows a generally dispersed trend,The research focus on advertising design is scattered,with a shift from macro level focus on design values,aesthetic principles,philosophical thinking,etc,to micro specific application scenarios.

关 键 词：广告设计 科学知识图谱 Cite Space 计量可视化分析 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]