A Comparative Study for Administrative and Critical Approaches in the Literature of Advertising: A Bibliometric Analysis on Graduate Thesis and Papers

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 thesi