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
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
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