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Global Conference 2019

July 12–16, 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

The Divergence of Advertising Research Between China and America in the Digital Age

Saturday, July 13, 2019 at 4:45 PM–6:00 PM CST
2 Room 2
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Advertising Agencies
Digital/Online Advertising
Abstract

Advertising research is the vane of the development of advertising industry. As the most relevant observer, academia should not only attach great importance to Practice of Advertisement, but also lead and surpass the industry. Through the comparison of five well-known western advertising academic journals and those in China, the author finds that there are many differences between China and the United States in advertising research subjects and methods. Compared with advertising research in America, the advantages of Chinese advertising scholars lie in giving attention to both macro and micro perspectives, more diversified perspectives, and more breakthroughs in theoretical innovation. However, the disadvantages are the lack of effect research and the standardization of research methods also needs to be improved.

First & Corresponding Author

Shuai Zhu, Peking University
Authors in the order to be printed.

Shuai Zhu

Additional Authors

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