1915-1919年《益世报》的文化广告研究

发布时间：2018-04-30 13:19

本文选题：益世报 + 文化广告　；参考：《河北师范大学》2010年硕士论文

【摘要】： 《益世报》是近代中国的一份全国性报纸,具有广泛的社会影响力。1915年至1919年是中国社会变动十分剧烈的时期,期间社会政治、经济、文化观念呈现出新旧交替局面。作为津门报业中的一份重量级报纸,《益世报》直接经历并记录了这一历史迁变的过程。文化广告包括教育广告、书籍广告、文化娱乐活动广告,以及与文化活动相关的启事、声明等,始终是《益世报》广告中的重要组成部分。辛亥革命后,由于文化环境的相对宽松,文化广告,尤其是其中的各类书刊广告极为丰富。从古代典籍到新出小说,从官厅文件到社团刊物,从支持引进科学,到倡导保存国粹,各种图书报刊广告大量见诸该报报端。随着教育事业的迅速发展,《益世报》上各种学校、书院的招生广告日益增多。从该报文化广告主体看,发布广告者不仅有国立学校、公立学校,而且有各种私立学校、女校、培训班、夜校等;从广告主所办的学校类型看,当时除了普通教育外,职业技术教育、艺术教育和师范教育等各种专门教育都获得了发展。政法学校发展迅速,女子职业教育出现并较快发展。从《益世报》文化娱乐广告中可以看出,当时天津市民已经深受西方生活方式的影响,追求西式娱乐休闲方式已经成为一种时尚。不过,传统的娱乐项目依然有其发展空间,这体现了当时天津文化兼容并包的特点。《益世报》的书刊广告,营造了文化消费氛围,促进了书刊销售;其所发布的教育信息,在向人们提供办学信息、介绍新式教育的同时,也开阔了人们的眼界;其文化娱乐信息,既丰富了市民的文化生活,又促进了娱乐业发展。其文化广告对受众的思维方式和价值取向也产生了一定影响。《益世报》虽有教会背景,但其公正立论,贴近大众情感的办报方向,受到社会认可;兼以倡导独立与自由,反对专制与束缚,其超越党派的自由主义思想倾向,引起了广泛的社会关注。
[Abstract]:The "Yi Shi Bao" is a national newspaper in modern China, which has extensive social influence. The period from 1915 to 1919 was a period of great social change, during which the social political, economic and cultural concepts showed a new and old alternation. As a heavyweight newspaper in Jinmen newspaper, Yishi Bao directly experienced and recorded the process of historical change. Cultural advertisements, including advertisements for education, books, cultural and entertainment activities, as well as announcements and statements related to cultural activities, have always been an important part of the advertisements in the newspaper. After the Revolution of 1911, due to the relatively loose cultural environment, cultural advertising, especially various kinds of advertisements are extremely rich. From ancient classics to new novels, from official documents to community publications, from supporting the introduction of science to advocating the preservation of the quintessence of the country, various kinds of books, newspapers, periodicals and advertisements are widely seen in the newspapers. With the rapid development of education, the Yishi newspaper attended various schools, the college enrollment advertisements are increasing day by day. From the perspective of the main body of the newspaper's cultural advertisements, there were not only state schools, public schools, but also various private schools, girls' schools, training courses, evening schools, etc. In view of the types of schools run by advertisers, in addition to general education, Vocational and technical education, art education and teacher education and other specialized education has been developed. The school of politics and law develops rapidly, the female vocational education appears and develops rapidly. It can be seen from the cultural and entertainment advertisements in the newspaper that Tianjin residents were deeply influenced by the Western way of life at that time, and the pursuit of western-style entertainment and leisure has become a fashion. However, there is still room for development of traditional entertainment projects, which reflects the cultural inclusion of Tianjin at that time. The advertisement of the books and periodicals in the newspaper has created the atmosphere of cultural consumption and promoted the sales of books and periodicals, and the educational information it has published has provided people with information on running schools and introducing new types of education, at the same time, it has also broadened people's horizons. Its cultural and entertainment information not only enriched the cultural life of citizens, but also promoted the development of entertainment industry. Its cultural advertisement also has certain influence to the audience's way of thinking and value orientation. Although it has a church background, it has a fair argument, close to the direction of running newspapers with popular emotion, and is recognized by the society. It also advocates independence and freedom, opposes despotism and bondage, and transcends the liberal ideological tendency of the party. Has aroused widespread social concern.
【学位授予单位】：河北师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：K258

【引证文献】