我国硕博论文中的公益广告研究：学术与教育双重视角

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Abstract：Master'sand doctoral dissertations are not only crucial indicators for evaluating the quality of graduate education but also significant components of academic research in their respective fields.Despite this， theyhave long been situated at the periphery of academic historiography.This paper employs bibliometric analysis andcontentanalysis tosystematicalyreviewandanalyze 688publicserviceadvertising-related graduatedissertations from China spanning the years 20o0 to 2024.The study examines these dissertations across multiple dimensions， includingresearch topics，methodologies，theoretical foundations，research hotspots，developmental trajectories，and discipliaryand institutional distribution.It identifies existing issues and proposes constructive suggestions for reforming the graduate education system.

Keywords：publicserviceadvertising; graduatedissertations;bibliometrics;knowledge mapping;co-wordanalysis

学位论文是研究生最具代表性的研究成果，不仅是学习阶段学术水平和研究能力的全面展现，也反映了各研究生培养单位的学科方向、水平和特色①。（剩余12143字）