Literature Review on Advertising Teaching Research in Mainland China: 1983-2012
- 2014年第7期 
中国大陆高等广告教育始于1983年，至今已有30年的历史。广告教学是广告教育最为重要和基础的环节。本文回顾和反思了我国广告教学研究30年来的研究现状，从研究年份、作者背景、研究主题、研究方法、核心文章等角度进行全面分析，描述了广告教学研究的现状，发现不足与缺陷，为我国未来广告教学的研究提供依据，为我国广告教育的发展提供建议。 Higher education of Chinese mainland firstly held in 1983 with 30 years' history. Advertising teaching is the most important and basic link of advertising education. This paper summarizes China's advertising teaching researches for several years, describes the status of advertising teaching research through the comprehensive analysis for research year, author background, research topic, research methods and core articles and so on. In addition, it also finds the shortcomings and disadvantages of them which could provide evidence for researches of advertising teaching. Then some advice for a better development of China's advertising education has been provided.