2005年是中国广告业随着中国加入WTO以后,真正全面对外开放的第一年。作为中国广告业的一个重大事件,不仅加速了广告产业的转型,也加速了广告观念的转变。这正成为2005年广告学研究的大背景。目前中国广告专业期刊大约为13种,大部分偏重于产业实务,而大量刊载学术论文的主要还是《中国广告》《现代广告》《国际广告》三大期刊,本文的考察也主要以这三大期刊为主。 2005 is the first year for China’s advertising industry to truly open to the outside world after China’s accession to the WTO. As a major event in China’s advertising industry, not only accelerated the transformation of the advertising industry, but also accelerated the change of advertising concept. This is becoming the background of advertising research in 2005. At present, there are about 13 kinds of periodicals in China’s advertising industry, most of which are devoted to industrial practice. However, a large number of academic papers are mainly published in three major periodicals, “Chinese Advertising,” “Modern Advertising,” and “International Advertising.” In this paper, Journal-based.