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广告学是新闻传播学的重要组成部分,广告学研究的进步对整体新闻传播学科的学术发展起着不可忽视的作用。我国当代广告学研究起步较晚,在短短的30年中经历了一个由作为其他学科的附属品到逐渐厘清和完善自身学科体系、在新闻传播学领域中真正确立自身地位的艰难成长过程。本文选取人大复印报刊资料《新闻与传播》自创刊以来至2008年25年间收录的全部广告学研究论文为统计依据,定量研究和定性分析相结合,勾勒出了我国广告学研究在新闻传播学科的大背景中所呈现出的一番特有的图景。
Advertising is an important part of journalism and communication studies. The progress of advertising studies plays an important role in the academic development of the whole journalism and communication science. The study of contemporary AD in our country started relatively late, and in just 30 years has undergone a difficult process of growth, from being an adjunct to other disciplines to gradually clarifying and perfecting its own disciplinary system and truly establishing itself in the field of journalism and communication. In this paper, we select all the research papers on advertising published since the founding of Newspapers and Newspapers of the National People’s Congress for the first time since its publication in 2008 to 25 years as the basis of statistics, quantitative research and qualitative analysis, and outline the research of advertising in China in the field of journalism and communication In the context of a unique picture presented.