Review of Research on Implantable Advertising in China
Author(s): GUO Xiao-yun
Pages: 122-129
Year: 2015 Issue: 3
Journal: Journal of Lanzhou University(Social Sciences)
Keyword: implantable advertising; television; TV series; analysis toolkit for informetrics;
Abstract: The tightened control over traditional advertising together with its high cost and low effect led to the rise of implantable advertising (IA), which has become the favourite of advertisers, producers and media. The rapid success of IA draws theorists’attention, too. Based on 905 IA-related articles selected from CNKI China journal full-text database and using Statistical Analysis Toolkit for Informetrics (SATI) and Literature measurement analysis, this paper elaborates on the increased pattern, principal writers, and major research in-stitutions of China’s implantable advertising;it also studies the key research groups and current topics of in-terest for correlative analysis. On this basis, a theoretical synthesis is derived from the following scheme: the psychological effect of implantable advertising upon audience—the transmission effect of implantable ad-vertising—the regulation of implantable advertising.
Pages: 122-129
Year: 2015 Issue: 3
Journal: Journal of Lanzhou University(Social Sciences)
Keyword: implantable advertising; television; TV series; analysis toolkit for informetrics;
Abstract: The tightened control over traditional advertising together with its high cost and low effect led to the rise of implantable advertising (IA), which has become the favourite of advertisers, producers and media. The rapid success of IA draws theorists’attention, too. Based on 905 IA-related articles selected from CNKI China journal full-text database and using Statistical Analysis Toolkit for Informetrics (SATI) and Literature measurement analysis, this paper elaborates on the increased pattern, principal writers, and major research in-stitutions of China’s implantable advertising;it also studies the key research groups and current topics of in-terest for correlative analysis. On this basis, a theoretical synthesis is derived from the following scheme: the psychological effect of implantable advertising upon audience—the transmission effect of implantable ad-vertising—the regulation of implantable advertising.
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