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伴随着社会和行业的变化,中国的广告研究将会进入一个新的学术活跃期。中国广告研究的第一次浪潮是20世纪80年代到90年代初,以广告知识的介绍和中国广告发展的初步探索为主;第二次浪潮是20世纪90年代初到21世纪初,引进和尝试借鉴实证研究方法,同时,开始关注中国广告发展的具体问题;第三次浪潮是21世纪初的第一个10年,广告产业研究成为主体,其他研究同时推进,这一阶段最大的成就是中国的广告研究和学科发展逐渐明确了自己独特的研究问题;今天,我们正处于第四个学术活跃期的酝酿阶段,高质量的学术生产和学术活动正在加速涌现。
With the social and industrial changes, China's advertising research will enter a new period of academic activity. The first wave of Chinese advertising research was from the 1980s to the early 1990s, focusing on the introduction of advertising knowledge and the preliminary exploration of the development of advertising in China. The second wave was from the early 1990s to the beginning of the 21st century. The introduction and Try to learn from empirical research methods, at the same time, begin to pay attention to the specific issues of Chinese advertising development; the third wave is the first decade of the 21st century, the study of the advertising industry as the main body, while other research advances at the same time, the biggest achievement of this stage is China's advertising research and subject development have gradually clarified its own unique research issues. Today, we are in the middle of the fourth academic active phase of the brewing stage, and high-quality academic production and academic activities are accelerating.