Özet:

In Turkey, the nature of advertising education provided within the Communications Faculty in most universities is among the topics that have been frequently focused on and criticized in recent years. From this point of view, in order to keep light on advertising education, this study aims to make a comparative research in terms of basic approaches between the studies in advertising literature. Graduate theses and articles are always able to identify the characteristics and directions of research in an academic literature and provide important data about the nature of education. In this study, the Graduate (graduate and doctoral) theses presented in the field of advertising in Turkey between 2008 and 2018 and the national arbitration articles were subjected to bibliometric analysis in terms of numerical changes by year, their affiliated maternity and foundational branches, basic research subjects, their basic approaches and theoretical background research methods and research techniques and the keywords they contain. Some of the research findings show that the number of theses and articles has grown significantly in recent years, while the interdisciplinary characteristics are increasing, and the topics in advertising are also gaining importance according to the environmental developments. Studies in the field of advertising often show that the dominant approach is adopted and the quality research is emphasized.

Anahtar Kelimeler:

Özet:

The education of advertising in Turkey, which has been principally studied under the Department of Communication, has been made a great progress and has been frequently discussed in recent years. From this point of view, in the sense that it provides an insight to advertising education, the main aim of the study is to make a comparative research between studies in the advertising literature by administrative and critical approaches. Graduate theses (graduate and doctoral) provide valuable data to ascertain the characteristics and tendencies of research in an academic field and the quality of advertising education. In this research, graduate theses and papers on the national-refereed journals that have been completed between 2008 and 2018 (Turkey) in advertising studies analyzed through a bibliometric method according to a series of specifications such as the number of theses and papers per year, the disciplines which the graduate study is undertaken, research topics, basic approaches, theoretical bases examined research methods and techniques, language and keywords. With regard to the result of the study, it points that while the quantity of theses and articles and characteristic of interdisciplinary has increased dramatically and moreover, the topics in the advertising field has gained importance in accordance with the environmental factors. It is also seen that studies on advertising are mostly adopted administrative approach and they are focused on qualitative researches.  Key words: Advertising, bibliometrics, advertising studies, graduate thesis