清代书业广告研究

发布时间：2018-06-01 22:04

本文选题：清代 + 书业　；参考：《湖南师范大学》2015年硕士论文

【摘要】：清代是我国古代书业广告的集大成时期,其广告无论在内容还是形式上,皆远轶前代。系统地研究清代书业广告,具有深远的学术意义、文化意义和现实意义。全文共六个部分,借助出版学、传播学、广告学、广告传播学、广告心理学、历史学等相关学科理论进行探讨,从背景、媒介、内容、技巧、特征等五个方面对清代书业广告进行了细致的剖析,以窥其一斑。文章的第一部分,主要陈述了选题意义及选题的创新之处,并综述国内对清代书业广告的研究现状。第二部分,从“商业广告”、“书业”、“版权法”三个维度解析了清代书业广告繁荣之背景。第三部分,系统介绍了清代书业广告的媒介形式(印刷媒介),包括图书、报纸和杂志。图书是传统媒介,报纸和杂志则是大众媒介,分别以《湘报》和《新民丛报》为例。第四部分,从宏观上梳理了清代书业广告的内容,即“出版信息”、“产品特色”、“市场预热”、“邀约征稿”,分门别类,论证充分。第五部分,从广告传播学、传播学、广告心理学的相关理论出发,解析了清代书业广告之技巧,即“诉求技巧”、“刺激技巧”、“名人广告技巧”、“版权保护技巧”,将清代书业广告的促销功能表现得淋漓尽致。第六部分,是文章的升华部分,首先从“叙事”和“媒介”的角度,高度概括了清代书业广告的特征,将其与传播活动的发生规律紧密联系起来。继而以比较的眼光来审视前清与晚清、明代与清代书业广告之异同,并分析清代书业广告对当今的启示,具有鲜明的现实意义。
[Abstract]:The Qing Dynasty was the period of the advertising of ancient book industry in China, and its advertising was far from the former generation in terms of content and form. It is of profound academic, cultural and practical significance to systematically study the advertising in the Qing Dynasty. The full text consists of six parts, with the help of publishing, communication, advertising psychology, history and other related disciplines theory, from the background, media, content, skills, Five aspects such as characteristics of the Qing Dynasty book industry advertising detailed analysis, in order to peek at its spot. The first part of the article mainly describes the significance of the topic and the innovation of the topic, and summarizes the domestic research status of the Qing Dynasty advertising industry. The second part analyzes the background of the prosperity of the Qing Dynasty's advertising industry from the three dimensions of Commercial advertisement, Book Industry and copyright Law. In the third part, the paper introduces the media form of the advertising in the Qing Dynasty, including books, newspapers and magazines. Books are traditional media, newspapers and magazines are mass media. The fourth part, from the macroscopic combing the Qing Dynasty book industry advertisement content, namely "the publication information", "the product characteristic", "the market preheat", "the solicitation draft", divides the category, the proof is sufficient. The fifth part, based on the theories of advertising communication and advertising psychology, analyzes the techniques of advertising in Qing Dynasty, such as "appeal skills", "stimulating skills", "celebrity advertising skills", "copyright protection techniques". Will Qing Dynasty book industry advertisement promotion function performance incisively and vividly. The sixth part is the sublimation part of the article. Firstly, from the angle of "narration" and "media", it summarizes the characteristics of the Qing Dynasty book industry advertisement, which is closely related to the occurrence law of communication activities. Then, the author examines the similarities and differences between the former Qing Dynasty and the late Qing Dynasty, the Ming Dynasty and the Qing Dynasty, and analyzes the enlightenment of the Qing Dynasty.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

【参考文献】