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本文对服务广告研究的缘起和发展进行了系统回顾。按照时间线索及内容差异,将过去三十年的服务广告研究概括为四种类型:专业服务广告研究、服务广告与产品广告的比较研究、不同服务广告讯息策略的比较研究、服务广告效果研究。它们分别代表服务广告研究的四个阶段:初步探索阶段、独立研究地位的确立阶段、策略描述阶段、效果解释和理论建构阶段。文章对每一阶段的研究进行归类、评析,并提出了对未来研究的建议。
This article systematically reviews the origin and development of service advertising research. According to the time clues and content differences, the past thirty years of service advertising research is summarized into four types: professional service advertising research, service advertising and product advertising comparative study of different service advertising information strategy comparison study of service advertising effectiveness. They represent the four stages of service advertising research: the preliminary exploration stage, the establishment stage of independent research status, the strategy description stage, the effect interpretation and the stage of theoretical construction. The article classifies and evaluates the research of each stage and puts forward suggestions for future research.