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A review of comparative advertising research 1975-2018: Thematic and citation analyses

机译：比较广告研究述评1975 - 2018年：专题与引文分析

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摘要

Given the importance of comparative advertising (CA) in advertising praxis, scholars have long studied the CA approach from different perspectives. There are several review and meta-analysis academic papers on CA published. Review articles result in academic information gaps and differ from the approach proposed here. Therefore, there is a need for a comprehensive study of CA research themes in the past, present, and future. This paper responds to the need to analyze additional aspects of CA research. Using several bibliometric analyses, a comprehensive thematic review of comparative advertising research is discussed (1975-2018). Forty themes emerge from the 305 marketing and advertising journal articles reviewed, producing four thematic clusters. Clusters range from traditional media effectiveness to political and negative advertising. The results suggest important directions for future advertising research.
机译：鉴于比较广告（CA）在广告Praxis中的重要性，学者长期以来从不同的角度研究了CA方法。发表的CA有几篇综述和荟萃分析学术论文。审查文章导致学术信息差距，与此处提出的方法不同。因此，需要在过去，现在和未来进行全面研究CA研究主题。本文响应了分析CA研究的其他方面。使用几种生物尺度分析，讨论了对比较广告研究的全面主题审查（1975 - 2018年）。四十个主题从305营销和广告期刊文章中审查，产生了四个专题集群。集群范围从传统的媒体效力到政治和负面广告。结果表明未来广告研究的重要路程。

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