Trends in Advertising Research: A Longitudinal Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to 2010

This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980-2010, n = 926). The study's purpose is to shed light on the direction and progression of advertising as a...

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Bibliographic Details
Published in:Journal of advertising 2014-07, Vol.43 (3), p.296-316
Main Authors: Kim, Kyongseok, Hayes, Jameson L., Avant, J. Adam, Reid, Leonard N.
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Analysis
Communication
Content analysis
Forecasts and trends
Longitudinal studies
Marketing
Qualitative analysis
Studies
Trends
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Summary:This study provides a longitudinal content analysis of advertising research articles in 17 top-tier advertising, marketing, and communication journals published over the past 30 years (1980-2010, n = 926). The study's purpose is to shed light on the direction and progression of advertising as an academic field by updating and extending Yale and Gilly's (1988) study of advertising research trends. Nine content characteristics of the journal articles were examined: (1) theory presence (theory driven versus not theory driven), (2) names, types (theory versus theoretical framework/model versus construct), and originating disciplines of theory, (3) topic areas, (4) media of interest, (5) research approaches (empirical versus nonempirical and quantitative versus qualitative versus mixed), (6) methods, (7) types of effects, (8) units of analysis, and (9) research implications. Changes in the content characteristics of journal articles were found across the 30 years analyzed in five-year intervals. Implications for the field, scholars, and advertising practitioners are discussed.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2013.857620