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A Review of the Theories in Advertising Research - A Content Analysis of Three Advertising Journals, 1988∼2015
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광고 연구의 이론 적용과 동향 : 국내 광고 전문 학술지 내용 분석

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Type
Academic journal
Author
Moon, Young Sook (한양대학교) Lee, Byung-Kwan (광운대학교) Rim, Hye Bin (광운대학교)
Journal
Korean Association for Advertising and Public Relations The Korean Journal of Advertising and Public Relations Vol.19 No.2 KCI Accredited Journals
Published
2017.4
Pages
85 - 134 (50page)
DOI
10.16914/kjapr.2017.19.2.85

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A Review of the Theories in Advertising Research - A Content Analysis of Three Advertising Journals, 1988∼2015
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Abstract· Keywords

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The purpose of this study is to review the theories employed in the literature on advertising research. A total of 1,137 articles of advertising subject published in the three advertising journals (Korean Journal of Advertising and Public Relations, Korean Journal of Advertising Research, Korean Journal of Advertising) over a 27-year period, 1988∼2015 were examined in terms of five content characteristics: theory driven versus not theory driven, name of the theory or theoretical framework/model, advertising media, method, and sample type. Results show that only a minority of articles (n ＝ 309, 27%) made explicit use of theory and the majority of theories used in advertising research come from Psychology, such as Elaboration Likelihood Model, Attitude-Towards Advertising, Message Effects, Source Effects, Context Effects, and Decision Making Process. Based on the result, it was suggested that researchers should recognize the importance of theory in advertising research as well as make efforts to ground their research more strongly in theory.
#광고 연구 #이론 #광고 학술지 #내용 분석 #Theory #Advertising research #Advertising journal #Content analysis

Contents

1. 연구 목적
2. 연구 방법
3. 연구 결과
4. 요약 및 결론
참고문헌
Abstract

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