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Focus Issues and Coding Analysis: A Content Analysis of Western Advertising Research in 2016—2017
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Green/Environmental
Magazines
Abstract
Today's dramatic changes in media development have made it more difficult than ever to predict the future. This article reviews and makes coding analyses articles of three top advertising journals of western advertising in 2016-2017, to reflect the development of the subject and the future research direction. Big data and online behavior research, television advertising in the digital age, application of neuroscience-based methods, word of mouth marketing, etc are the focus issues in the last two years. In terms of research subjects and objects, advertising research has shown a trend of globalization. There is a clear trend in international identity of authors and team diversification. The advertising industry in Latin America, China, Korea and the international cognitive differences are concerned. In terms of research methods, quantitative research methods occupy a dominant position, of which experimental methods are the most common, but with the convenience of data and experimental methods in the era of big data, the call for qualitative research is very high. Over the past advertising research indicates that the future advertising can be driven by the emergence of new advertising platforms, changes related to the consumer methodology, and data source innovation.
First & Corresponding Author
Yanyan Du, Department of Advertising, Zhejiang University of Technology
Authors in the order to be printed.
Yanyan Du, Zimin Fang