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영어

This paper explores of what links of relationship between academicians view and practitioners view on the Internet. The first purpose of this study is to examine trends of advertising research for the last five years toward the Internet through a semantic networkanalysis and also to examine the structure of these articles published in the JA, JRA, JCIRA, two Conferences named the AAA and the Advertising Division of the AEJMC for academicians. The second goals is to investigate how does practitioners describe the Internet as a new medium and also to examine the structure of articles presented two business magazines named the Ad Age and Adweek for practitioners from 1997 to 2001. To analyze the structure of articles presented on three journals, two conferences and two advertising magazines for the last five years, this study providesunderstanding on the trend of advertising research, the structure of advertising research, and the direction of advertising, as well as appropriates marketing strategies and effective advertising to Internet marketers or media planners. This study found that both academicians and practitioners’view on the Internet through analysis of these trends and structure of both journals and magazines were a greater emphasis on Internet related topics.