从《人民日报》广告内容看我国经济生活变迁

发布时间：2018-01-22 07:57

本文关键词： 《人民日报》广告经济生活变迁　出处：《东北师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：新中国成立以来,《人民日报》以其新闻传播的权威性和主导性而备受人们的关注,而其同时刊登的文化广告、生产资料广告、消费品广告、金融广告、外商广告、公益广告、旅游广告等以其内容的丰富性,为我们了解新中国经济生活的变迁提供了一个重要窗口。《人民日报》广告作为一面反映新中国经济生活变迁的镜子,深刻地记载了建国以来我国经济生活变迁的方方面面。同时,广告作为一门劝说的艺术,从某种层面上来讲它也参与着这种变迁,对整个经济生活产生潜移默化的影响。本文在回顾《人民日报》广告发展演变的基础上,解读《人民日报》广告视野中的中国经济生活变迁,并在此基础上概括出《人民日报》广告对中国经济生活的影响。全文一共分为三个部分:第一部分:回顾《人民日报》广告的发展演变过程。分析《人民日报》广告经历的商业广告“昙花一现式”发展、生产资料和书刊影戏并行、以宣传毛主席文艺路线为主的书刊影戏、以经济建设为中心“重新多元化”的不同历史时期的具体内容;统计《人民日报》广告的数量及版面变动情况;进而概括出《人民日报》广告所具有政治性突出,重文化、重生产、重形象传播,独特的广告传播优势的特点。第二部分:详细分析《人民日报》广告视野中我国农村生产力的解放和农业产业化推进的过程、中国社会经济趋向于现代性变动的趋势、新兴行业的曲折发展以及社会生活由统一向多元、由单一向多样的转变等方面的内容。第三部分:总结出《人民日报》广告对中国经济生活的影响。一方面,对推动社会经济发展发挥作用,即提供了一个广阔的宣传平台,有助于经济的繁荣;另一方面,为消费者生活服务,即通过影响居民的消费模式,客观上促进了人们生活质量的改善;此外,还传播了丰富的医药信息,促动了民族医药产业的发展。总之,通过广告这个桥梁,实现了企业与消费者之间的互动,一定程度上达到了“双赢”的效果。
[Abstract]:Since the founding of the people's Republic of China, People's Daily has attracted people's attention for its authority and leading role in news dissemination, while it has simultaneously published cultural advertisements, advertising of means of production, advertisements on consumer goods and financial advertisements. Foreign advertising, public service advertising, tourism advertising and so on due to the richness of its content. It provides an important window for us to understand the changes of economic life in New China. The "People's Daily" advertisement serves as a mirror to reflect the changes of economic life in the new China. Since the founding of the people's Republic of China, it has recorded all aspects of the changes in economic life in China. At the same time, advertising, as an art of persuasion, is also participating in this change on a certain level. On the basis of reviewing the development and evolution of "People's Daily" advertising, this paper interprets the changes of China's economic life from the perspective of "People's Daily" advertising. On this basis, this paper summarizes the impact of "People's Daily" advertising on China's economic life. The full text is divided into three parts: the first part:. This paper reviews the development and evolution of "People's Daily" advertising, and analyzes the "ephemeral" development of commercial advertisements experienced by < People's Daily > advertising. The concrete contents of different historical periods in which the means of production is parallel with the books and periodicals, the books and periodicals with the main line of propagating Chairman Mao's literary and artistic lines, and the economic construction as the center of "re-diversification"; Statistics "People's Daily" advertising quantity and layout changes; Then summarizes the "People's Daily" advertising has political prominence, emphasis on culture, emphasis on production, emphasis on image dissemination. The second part: detailed analysis of the emancipation of rural productivity and the process of agricultural industrialization in the perspective of "People's Daily" advertising. China's social economy tends to change in the trend of modernity, the tortuous development of new industries and social life from unity to diversity. The third part: summarizes the influence of "People's Daily" advertisement on China's economic life. On the one hand, it plays a role in promoting social and economic development. That is, to provide a broad propaganda platform, conducive to economic prosperity; On the other hand, service for consumer life, that is, through influencing the consumption pattern of residents, objectively promotes the improvement of people's quality of life; In addition, the spread of a wealth of medical information, promoting the development of the national pharmaceutical industry. In short, through advertising this bridge, to achieve the interaction between enterprises and consumers. To some extent, the effect of "win-win" has been achieved.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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