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摘要: 【目的】广告作为一种特殊的媒介产品,自诞生伊始就获得了研究者关注。为了获取更好的广告效果,广告 商往往会将最新的技术应用于广告中,智能广告应运而生。对智能广告的关注研究是文章研究的重点。【方法】通 过梳理相关文献发现,2018—2022 年期间的广告研究随着技术的演进数量不断增加。文章按照不同的技术特征将广 告研究分为:交互广告阶段、算法分发广告阶段和智能生成广告阶段,各个阶段的研究重点各有不同。【结果】通 过对比,中外在研究方法上存在着偏重实证和偏重归纳演绎的区别。【结论】在智能生成技术的加持下,未来的广 告研究将在消费者如何理解智能生成广告、相关从业者如何应对智能生产技术、相关法规如何跟进规制等领域展开。
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