《广告传播研究》为学习传播学和其他社会科学硕士研究生设计，属于应用型课程。课程介绍国际广告研究的基本范式和操作方法，并涉及消费者行为研究的基本内容，主要着眼点在于广告传播效果研究。教学有课堂讲授(二分之一学时)和学期研究项目（二分之一）构成。教学目标（1）帮助学生了解和掌握广告研究的方法和发展趋势。（2）训练学生使用科学方法从事研究；（3）帮助学生了解基本和前沿的科学研究工具。在上本课之前，学生必须已上过社会科学研究方法的有关课程。

This course is designed as a seminar for graduate students in communication study, and provides students with lectures and extensive practice training. The psychology-based advertising research is addressed in class, and classic cases of research in the field are discussed. Students are expected to read journal papers, and learn how to study advertising in a psychological approach. Class presentation and a final research paper are required.Offered in SpringPre-requisite: : Research Methods for Social Studies