基于知识图谱的我国体育广告研究前沿与热点分析

摘要

体育广告是体育与广告结合的新研究领域。从中国学术期刊网络出版总库获取1994-2013年间发表的225篇体育广告研究论文,利用可视化软件CiteSpace，绘制体育广告研究知识图谱,结合文献资料、内容分析等方法,总结出我国体育广告研究的体育明星广告、体育赛事广告、体育产品广告、体育电视广告及体育广告理论等5个前沿与热点领域，为我国体育广告理论建设提供参考依据。%Sports advertising is a new field of study combining sports and advertising. Chinese academic journals published from the network pool to get published 225 sports advertising research papers between 1994-2013, with the information visualization software CiteSpace draw sports advertising research knowledge map, combined with literature data, content analysis and other methods, summarized out of five frontier and hot research field of sports advertising sports star advertising, sports advertising, sports product advertising, sports television advertising and sports advertising theory, provide a reference for the construction of sports advertising theory.