广州《国华报》广告研究（1929年-1936年）

发布时间：2018-03-29 08:22

本文选题：民国时期　切入点：民营报纸　出处：《暨南大学》2016年硕士论文

【摘要】：《国华报》是广州民国时期具有重要地位的一份民营报纸,其发行量曾在很长一段时间内居当时广州各报之首。作为一份民营报纸,《国华报》重视依靠其广告经营获利,报社内有专门的营业部与广告部,并聘请了专门的美术设计人员进行广告设计。分析《国华报》的广告形式,可以看到其从广告创意,到广告文案、图像与版式,已经具备了现代广告的一些特点。广告创意上出现了软文的广告形态,并且大量利用买赠的手段;广告文案上重视文字的美感,甚至会使用幽默、反语等等技巧;广告视觉上通过丰富的图像与版式设计,营造出活泼而吸引眼球的广告版面。《国华报》的广告为我们提供了丰富的素材,从中我们可以探知广州民国时期民营报业的广告经营情况,进而分析民国时期广州地区广告业与广告理念的发展,更进一步可以以此作为素材,一窥民国广告对于广州消费文化与社会文化的建构。广州民国时期的报业研究,现在集中在对于《广州民国日报》这一官方报纸的研究上,而一些民营大报受到了忽视。本文在综合分析《国华报》大量史料的基础上,对于史料进行分类、统计、分析与总结,从广告经营这个侧面描绘出广州民营报业的经营图景。当时的广州媒体人已经开始采取丰富的创作手段来进行广告创作,体现出广州良好的社会经济运转状态;而且这些广告与当时时局相联系,深深刻上了时代的烙印。
[Abstract]:"China Daily 'is a private newspaper has an important position in the Republic of China Guangzhou, its circulation once in a very long period of time in Guangzhou was the first newspaper. As a private newspaper," China daily attention on its advertising business profits, the newspaper has business department and specialized advertising department the art, and hired a professional design advertising design. Analysis of < Guohua daily advertising form, can be seen from the advertising creative, to advertising copy, image and layout, has some characteristics of modern advertising. The advertising form of soft advertising, and a lot of use to buy gifts the advertisement means; emphasis on text aesthetic, even using humor, irony and so on skills; image design and layout of the rich visual advertisement, create a lively and attractive advertising space. China Daily Advertising provides us with rich The material, from which we can detect the advertising business in Guangzhou during the Republic of China private newspaper, and then analyzes the development of Guangzhou advertising and advertising concept in the Republic of China, further can be used as the material for the construction of the Republic of China, a Guangzhou advertising consumer culture and social culture. The newspaper of the Republic of Guangzhou, is now concentrated in for the study of Guangzhou Republic Daily < > the official newspaper, and some private newspaper has been neglected. Based on the comprehensive analysis of China Daily "a large number of historical data on the classification, for historical statistics, analysis and summary, from the advertising business this side depicts the business landscape of Guangzhou private newspaper. At the time Guangzhou media have begun to take creative techniques to advertisement creation, reflects the Guangzhou good social and economic condition; and these ads and the situation at that time. Contact, deeply engraved with the brand of the times.

【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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