1912-1927年《申报》教科书广告研究

发布时间：2018-01-26 19:13

  本文关键词： 《申报》 教科书广告 教科书 知识生产　出处：《安徽财经大学》2016年硕士论文　论文类型：学位论文

【摘要】：本文对1912-1927年《申报》教科书广告进行研究,目的在于加深对教科书性质的理解,希望能够有助于了解知识生产情况。教科书具有文化与商品双重属性。一般的教科书研究,多注意到教科书的文化属性,关注的是教科书的文化教育意义。我们还应该注意到,教科书也是一种商品,是一种特殊的商品。为了发行教科书,书局采用多种方式来进行推销,其中刊登广告即是其手段之一。商务印书馆、中华书局以及世界书局等,都在《申报》上刊登教科书广告,同时采用积极的营销策略,以占领教科书市场。《申报》教科书广告的种类大致分为新书出版广告、销售广告、声明广告等,这些广告包罗了大量的信息,例如教科书的种类、价格、编辑特色、教育部审定情况、编辑人信息、价格折扣、社会反馈等。《申报》教科书广告内容主要包括对教科书内容与特点的概括描述,以及教科书价格等方面。民国成立之初的教科书广告中,含有自由平等、五族共和等新思想,袁世凯时期对尊孔读经的倡导也有反映。1922年新学制时期的教科书广告中,新国民教育、平民主义时有体现;为促进国语的普及,使用白话文来编写教科书,推进教育实用性发展。这些变化在教科书广告中均有涉及。教科书广告体现了时代特征,不仅把统治者的意志传递给学生,也把新思想新观念传递给学生。商务印书馆、中华书局等很注意广告投放的版面、次数。各书局反复将大量广告投放在《申报》报刊的前几大版面,目的在于鼓励读者阅读这些广告,增进其对教科书的兴趣,促使其购买更多的教科书,增加教科书的知名度,同时书局还借用节假日或纪念日进行促销,努力利用媒体效应来扩大教科书的影响。各大书局经常在报刊上与同业进行广告战。一方面试图通过跌价竞争,来拖垮对手,另一方面借用教科书广告宣传,来体现其所编教科书的优势,树立各自书局的品牌形象,以增加教科书销售量,最终实现书局盈利的最大化。本文通过对教科书商品属性的讨论,希望对了解知识产生的情况有所助益。我们通过教科书所获得的知识,往往被视为当然的、不证自明的,教科书知识具有某种权威性。但从本文的讨论来看,教科书知识也是一种被推销的知识,是经过人们选择的知识。那么,既然如此,这种知识的价值与意义,值得我们深思。
[Abstract]:This paper studies the advertisement of the textbook from 1912-1927 in order to deepen the understanding of the nature of the textbook. I hope it can help to understand the situation of knowledge production. Textbooks have the dual attributes of culture and commodities. General textbook research, pay more attention to the cultural attributes of textbooks. We should also note that textbooks are also a commodity and a special commodity. In order to distribute textbooks, the bookshop uses a variety of ways to promote them. The commercial press, the Chinese Book Company and the World Bookstore all publish the textbook advertisement on the "Declaration", and adopt the positive marketing strategy at the same time. In order to occupy the textbook market, the types of textbook advertisements can be broadly divided into new book advertisements, sales advertisements, declarative advertisements, etc. These advertisements contain a great deal of information, such as the types of textbooks and the prices. The editorial features, the examination and approval of the Ministry of Education, the editor's information, the price discount, the social feedback and so on. The advertisement content of the textbook mainly includes the summary description of the textbook content and the characteristic. In the early days of the Republic of China, the textbook advertisements contained new ideas such as freedom and equality, five ethnic republics, and so on. In 1922, in the textbook advertisement of the new school system period, the new national education and populism were sometimes reflected. In order to promote the popularity of Mandarin, the use of vernacular to compile textbooks to promote the development of educational practicability. These changes are involved in textbook advertising. Textbook advertising reflects the characteristics of the times. Not only the will of the ruler to the students, but also new ideas and ideas to the students. Business press, Chinese Books and so on pay close attention to the layout of advertising. The bookstores repeatedly put a large number of advertisements in the first few pages of the newspapers and periodicals in order to encourage readers to read these advertisements, increase their interest in textbooks and encourage them to buy more textbooks. Increase the popularity of textbooks, while the bookshop also borrowed holidays or anniversaries to promote. Strive to use the media to expand the impact of textbooks. The major bookstores often in the press and the same industry advertising war. On the one hand, trying to drag down the competition through the price, on the other hand, to borrow the textbook advertising. To reflect the advantages of the textbooks, to establish the brand image of their bookstores, in order to increase textbook sales, and ultimately to maximize the profits of the bookshop. This paper discusses the commodity attributes of textbooks. It is hoped that it will be helpful to understand the situation of knowledge. The knowledge we acquire through textbooks is often regarded as natural and self-evident. Textbook knowledge has some authoritativeness. But from the perspective of the discussion in this paper. Textbook knowledge is also a kind of knowledge to be marketed, which is chosen by people. In that case, the value and significance of this kind of knowledge is worth our thinking.
【学位授予单位】：安徽财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G219.29;K258
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本文编号：1466376