| Summary: | The emergence of consumer societies with the Industrial Revolution brought with it the birth of modern advertising. While it was seen only as a marketing tool in the early periods of its emergence, with the globalizing world order, it has begun to be evaluated from the perspective of critical thinking such as conveying ideological and cultural ideas and gender studies. These various perspectives on advertising have been and continue to be included in many studies in the academic world of advertising. Diversification in the quality and quantity of academic studies has necessitated the creation of a general profile of the advertising literature. This study carried out a bibliometric analysis of 4,079 articles in the Web of Science (WOS) database under the title "advertising" in order to reveal where advertising researchers focused their attention between 2018 and 2022 and where they may turn in the future. Analyzes were made under 16 headings in two categories through the WOS database and VOSviewer software. As a result of the analysis, it was determined that advertising is a subject that continues to be studied particularly rapidly, but paradigms such as internet advertising and machine learning, which significantly transform today's advertising understanding, have not been studied sufficiently. Advertising, as a component of social sciences and humanities, is addressed not only in America and European countries but in every region of the world; As a field of study, it is not limited only to social sciences and humanities; Another result obtained within the scope of the study is that it is also the focus of attention in fields such as science, engineering and health sciences.
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