20世纪20年代《申报》女性商品广告研究

发布时间：2018-03-26 21:12

本文选题：《申报》　切入点：商品广告　出处：《浙江工商大学》2017年硕士论文

【摘要】：《申报》是一份以盈利为目的而创办的商业报纸,自创刊伊始就刊登广告,至1915年,其广告版面面积超过了新闻版面面积,广告成为了《申报》不可忽视的重要组成部分。到了 20世纪20年代,无论是对各种广告形式的娴熟运用,还是对各类广告的广泛刊登,《申报》广告都已然更加成熟。其中,女性商品广告种类繁多、形式多样、引人注目。本文试图以《申报》女性商品广告为研究对象,以民国社会为背景,通过分析20世纪20年代的女性商品广告的创意特色,来深入地剖析其对社会各方面所产生的影响和投射出来的女性相关观念,回答民国上海是如何塑造女性形象的,广告是通过何种方式和手段来吸引消费者的,以及消费者如何反应的问题,也有助于了解当时上海社会的真实面貌。本文运用广告学、历史学、传播学的相关理论,从定量分析和定性分析两个维度来综合分析《申报》女性商品广告。定量方面,采取随机抽样的方式,选取《申报》1920-1929的十年间每年6月份的女性商品广告为样本,对此进行统计分析,以之作为量化数据的主要依据;定性方面,则选择适量典型的女性商品广告进行内容分析,旨在对其进行尽可能全面地考察。本文的主要内容有以下七部分:引言概述了本文的研究背景和研究意义,从宏观、中观、微观三个层面展示了其研究现状,阐述了研究的整体思路及具体的研究方法;第一章从政治、经济、文化等方面全面地呈现民国上海的社会风貌,女性解放和女性地位提升尤为重点,此外,简要介绍《申报》的历史沿革、办报特色、史料价值等方面的内容;第二章通过抽样数据统计的方法对女性商品广告进行详细地文本分析,包括专项分析和整体分析;第三章从理性诉求、感性诉求、代言人诉求三个角度来探究当时女性广告的诉求特点;第四章归纳总结出系列广告、故事广告、恐惧广告、悬疑广告等几近成熟的现代广告形式,通过表现形式的分析一方面体现《申报》广告在广告史上的重要地位,另一方面也为现代广告提供借鉴;第五章对《申报》女性商品广告进行多方面的评价,《申报》女性商品广告对当时社会的政治、经济、文化和日常生活等各方面都产生影响的同时,其所体现出来的女性形象也具有正反两方面的作用,同时,《申报》对广告业自身的发展也有一定的启发意义;结语综合全文,明确、具体地归纳本文的主要论点及其意义。
[Abstract]:The "declaration" is a commercial newspaper founded for profit. From the beginning of its publication, it was advertised. Up to 1915, its advertising space exceeded the area of the news page. Advertising has become an important part of "declaration". By the 1920s, whether it was the skilful use of various forms of advertising or the widespread publication of various kinds of advertisements, advertising had become more mature. There are many kinds of women's commodity advertisements, various forms and attractive forms. This paper tries to take the female commodity advertisements as the research object, taking the Republic of China society as the background, by analyzing the creative characteristics of the women's commodity advertisements in the 1920s. To deeply analyze its impact on all aspects of society and the projected concept of women, answer the Republic of China Shanghai how to shape the image of women, advertising through what ways and means to attract consumers, As well as the question of how consumers react, it is also helpful to understand the real face of Shanghai society at that time. This paper uses the relevant theories of advertising, history, and communication. From the two dimensions of quantitative analysis and qualitative analysis, this paper synthetically analyzes the women's commodity advertisements. In the quantitative aspect, the women's commodity advertisements in June of each year in 1920-1929 are selected as samples by random sampling. Statistical analysis of this, as the main basis for quantitative data; qualitative aspects, select the appropriate amount of typical female commodity advertising content analysis, The main contents of this paper are as follows: the introduction summarizes the research background and significance of this paper, and shows its research status from the macro, meso and micro levels. The first chapter presents the social style of the Republic of China in Shanghai from the political, economic and cultural aspects, especially the emancipation of women and the promotion of women's status. This paper briefly introduces the historical evolution of "declaration", the characteristics of running newspaper, the value of historical materials, etc. The second chapter makes a detailed text analysis of female commodity advertisements through the method of sampling data statistics, including special analysis and overall analysis; The third chapter explores the appeal characteristics of female advertising from three angles: rational appeal, perceptual appeal and spokesman demand. Chapter four summarizes the series of advertisements, story ads, fear advertisements, Suspense advertising and other nearly mature modern advertising forms, through the analysis of the form of expression, on the one hand reflects the important position of advertising in the history of advertising, on the other hand, it also provides reference for modern advertising; The fifth chapter evaluates the female commodity advertisement in many aspects. The female commodity advertisement has a great influence on the politics, economy, culture and daily life of the society at that time, at the same time, the female commodity advertisement has the influence on the society at that time, such as politics, economy, culture and daily life and so on. At the same time, the declaration also has some enlightening significance to the development of the advertising industry; the conclusion synthesizes the full text, clearly and concretely sums up the main arguments and their significance of this article.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;K26

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