广告对儿童影响的国际研究态势——基于Web of Science的知识图谱分析(2006—2023)  

International Research Trends on the Impact of Advertising on Children:A Knowledge Graph Analysis Based on Web of Science(2006-2023)

作　　者：章瑞智[1] 蒋莉 ZHANG Ruizhi;JIANG Li

机构地区：[1]杭州师范大学,杭州311121

出　　处：《上海视觉》2024年第2期50-57,共8页Shanghai Vision

基　　金：国家社科基金BIA210166;浙江省社科联研究课题2022N68;杭州市哲学社会科学规划课题2023JD14。

摘　　要：儿童处于生理和心理快速发展的阶段,广告对儿童这一敏感群体的影响较为显著。本文对2006—2023年Web of Science核心数据库的323篇文献进行了知识图谱可视化分析。经过分析表明,2016—2021年,研究广告对儿童影响的学术活力明显增强;18年来,作者、国家、机构之间形成了明显的合作网络,高校是该领域研究的核心力量。该领域的研究进程可分为3个阶段,其中儿童的广告素养与广告易感性、不健康广告对儿童不健康消费的促进作用、植入式广告对儿童广告辨识能力的阻碍、儿童对食品广告的品牌依恋为主要的研究热点。从研究结果看,在未来,广告与社交媒体、数据追踪、人工智能会有更多地结合,广告对儿童影响的形式也将更加多元和隐蔽,因此这些内容将成为广告对儿童影响研究未来重要的研究方向。Children are in a stage of rapid physiological and psychological development,and advertisement has a significant impact on this sensitive group.This paper presented a visual analysis of 323 papers from Web of Science core databases from 2006 to 2023.From 2016 to 2021,the academic vitality of research on the impact of advertising on children has been significantly enhanced.Over the past 18 years,a clear network of cooperation has been formed among authors,countries,and institutions.Universities are the core force in this field of research.The research trends in this field are divided into three stages.The research hotspots include four aspects:children's advertising literacy and advertising susceptibility,unhealthy advertising promoting children's unhealthy consumption,implanted advertising hindering children's advertising recognition ability,and children's brand attachment to food advertising.In future research,advertisement will be more integrated with social media,data tracking,and artificial intelligence,and the forms of advertisement's impact on children will also be more diverse and covert.

关 键 词：广告 儿童 知识图谱 广告素养 广告易感性 

分 类 号：F713.8[经济管理—广告] B842[经济管理—产业经济] G353.1[哲学宗教—基础心理学]