ScholarWorks@숙명여자대학교

초록

This study conducted a content analysis of the Chinese Journal of Advertising Study (广告研究), one of the leading academic journals in the Chinese field of advertising, to figure out the state and trend of advertising research in China. For this research objective, this study analyzed a total of 958 research articles published in the Chinese Journal of Advertising Study from 2005 through 2016. In this process, the analysis was conducted based on a number of published articles in a year, authors, research subjects, research methods, and references. The findings showed that a number of published articles was increased until 2011 but decreased since then. Second, most articles were published by authors from the academic fields, and a number of single-authored articles was higher than that of co-authored articles. Third, the most popular research subject was ‘advertising industry,’ followed by ‘advertising and consumer,’ ‘advertising creative,’ ‘advertising media,’ and ‘advertising and marketing.’ Fourth, in terms of research method, more articles conducted qualitative studies than quantitative studies, but the number of quantitative studies has been increasing. Finally, more than 90% of published articles used references, and 36% of the articles adopted references from American, Korean, and Japanese advertising journals. This study is the first attempt in Korea to analyze one of the Chinese leading academic advertising journals. The findings of this study will help find out the trends of Chinese advertising research and the understanding of Chinese advertising industry.

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