Advertising media research

Author: Chen Junliang
Publisher:
Publish Date: 1997-01-01
Features: Its emergence marks the maturation of advertising theory work in China. We are pleased to see that Chinese advertising theoretical research is no longer fragmented within the boundaries of enterprise management, market research, commercial psychology, media communication, as well as multiple disciplines such as literature and art. Instead, it has evolved into a distinctive advertising academic mainstream with Chinese characteristics, drawing from interdisciplinary approaches. Through it, we see the prototype of the framework of modern Chinese advertising theory.