19世纪英国人寿保险产业广告与宣传策略

发布时间：2018-01-18 01:20

本文关键词：19世纪英国人寿保险产业广告与宣传策略　出处：《史学月刊》2017年02期 　论文类型：期刊论文

【摘要】：19世纪20年代,英国人寿保险行业开始发展。公众受到保守的社会传统和宗教不可知论思想的影响,对新生的人寿保险缺乏客观、理性的认识。公众对人寿保险在家庭生活和社会保障方面的重要性缺少足够的重视,对人寿保险企业的可靠性持怀疑态度。这些因素制约了保险的销售和传播,人寿保险产业的发展受到影响。人寿保险公司巧妙地将传统家庭观念中的责任感和使命感、社会道德中的互助观念以及商业文化融入广告中,采取广泛的宣传手段提升保险产品的知名度。保险企业利用报纸、杂志等媒体宣传人寿保险产品和人寿保险企业,使公众全面、理性、客观地认识人寿保险的特点和优势,充分感受到人寿保险对家庭稳定、社会和谐的重要作用。人寿保险企业在伦敦城繁华的商业街道和经济中心建立商业总部,向世人证明其企业的安全、可靠。这些广告与宣传策略在很大程度上打消了公众对人寿保险的疑虑,促进了英国人寿保险产业的蓬勃发展。
[Abstract]:In 1820s, the British life insurance industry began to develop. The public was influenced by the conservative social tradition and religious agnosticism, which was lack of objectivity to the new life insurance. Rational cognition. The public pay less attention to the importance of life insurance in family life and social security, and hold sceptical attitude to the reliability of life insurance enterprises. These factors restrict the sale and dissemination of insurance. The development of life insurance industry is affected. The life insurance company skillfully integrates the sense of responsibility and mission in the traditional family concept, the mutual help concept in the social morality and the commercial culture into the advertisement. Insurance companies use newspapers magazines and other media to promote life insurance products and life insurance enterprises to make the public comprehensive and rational. Objectively understand the characteristics and advantages of life insurance, fully feel that life insurance plays an important role in family stability and social harmony. Life insurance enterprises establish commercial headquarters in the bustling commercial streets and economic centers of London City. These advertising and publicity strategies have largely dispelled public misgivings about life insurance and contributed to the prosperity of the British life insurance industry.
【作者单位】：北京师范大学历史学院;
【分类号】：K561.4
【正文快照】： 19世纪20年代,英国人寿保险行业开始发展。公众对新生的人寿保险缺乏客观、理性的认识,对人寿保险的优点也无从了解。人寿保险产业的发展需要获得公众对保险产品的认可和信赖。19世纪商业广告的发展,为人寿保险的传播提供了有力的宣传工具。人寿保险企业将传统文化和商业文化

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