摘要
文章对广告学学术文章进行词频统计与分析,发现2018年广告学的学术研究具有以应用的对策性研究为重,能为业界提供及时的理论解释与支持,研究方法多样、研究视角与理论观点各具特色,关涉问题众多但各方观点自成一家、缺乏呼应与争鸣等特点。针对当下的广告学研究现状,文章指出,作为一门正在建设中的学科体系,广告学应该有对国际化与本土化、应用与学理、学术共同体的构建等问题的学术关注与学理思考,以此推动广告学学科建设的全面的科学的发展。
Making use of words-count software to conduct a frequency statistic of words in 339 academic articles about advertising published in 2018, this article discovers the characteristics of advertising researches in 2018: focusing on application strategies, timely theoretical illustrations of and explanations for advertising fields, diverse researching methodologies, distinctive studying perspectives and unique point of views, as well as comprehensive but diverse theoretical frames. Therefore, advertising science, as a forming disciplinary field, should combine both internationalization with localization, and pragmatical applications with theoretical reflections. At the same time, it should pay attention to the establishment of academic community to boost the development of disciplinary construction.
作者
李雪枫
姚洁
LI Xue-feng;YAO Jie(School of Journalism,Shanxi University,Taiyuan 030006,China)
出处
《编辑之友》
CSSCI
北大核心
2019年第10期66-73,共8页
Editorial Friend
基金
教育部后期资助项目“广告景观研究初论”（2018JHQ044）
关键词
广告学
学术面向
学理反思
advertising
academic orientation
theoretical reflection
