文档介绍：,
第 11 卷第 2 期昆明理工大学学报社会科学版 Vol. 11 No. 2
2011 年 4 月 Journal of Kunming University of Science and Technology Apr. 2011
21 世纪初我国广告学术研究态势分析
———以《当代传播》 2000—2009 广告文献为研究样本
吴琼,李凤成
,
安徽财经大学文学与艺术传媒学院安徽蚌埠 233030
摘要新世纪、新环境给我国的广告发展带来新的发展机遇与挑战。本文通过对《当代传播》
2000—2009 所刊载 169 篇广告研究文献用内容分析方法进行文本研究。以求考察我国广告业及学术研
究于 21 世纪初面对新情况的反应和变化情况,并试图为以后广告发展及广告学术研究提供具备参考价值
的资料。
关键词《当代传播》广告研究广告文献态势分析
中图分类号 G206 文献标识码 A 文章编号 1671 - 1254 2011 02 - 0080 - 05
The Current Chinese Academic Study on Advertising in the
st
First Decade of 21 Century A Sample Study Based on Advertising

Literature Published in munications 2000 -2009
,
WU Qiong LI Feng-cheng
, , , , , ,
School of Literature Art and Media Anhui University of Finance and Economics Bengbu Anhui 233030 China

Abstract The new century and the corresponding new circumstances bring to Chinese advertising industry
,
both opportunities and challenges for development. In view of this the essay conducts a content analysis over
,
169 pieces of essays on advertising study published in munications 2000-2009 aiming to
explore the responses and changes Chinese advertising industry and academic circle have encountered in face of
,
the new situation in the first decade of 21st century for purpose of providing reference to future development
and academic research in this field.

Key words opportuniti