《东南日报》商业广告研究（1927-1937）

发布时间：2018-05-05 21:58

本文选题：东南日报 + 商业广告　；参考：《浙江大学》2011年硕士论文

【摘要】：浙江大学硕士学位论文《东南日报》商业广告研究(1927-1937)摘要《东南日报》创刊于1927年3月12日,原名《杭州民国日报》,是民国时期东南地区的著名大报,在当时颇具影响力。得益于企业化的经营管理,《东南日报》的广告业务居杭州各大报纸之首。本文以《东南日报》商业广告作为研究对象,结合广告学和历史学的相关知识,对其进行定量和定性两方面研究。在定量研究方面,通过样本抽取和数据统计,本文分析了1927年至1937年间《东南日报》商业广告发展的基本情况,以及不同类型广告的规模和特色。在定性研究方面,本文从广告策略、广告功能和广告所反映的社会生活三方面对《东南日报》商业广告进行细致深入的分析。本文认为,广告策略包括广告诉求、广告创意和广告视觉传达,广告功能则体现在显性功能和隐性功能两方面。从这一时期的《东南日报》商业广告中,本文得以一窥社会转型期的城市生活；而杭州作为“休闲旅游城市”生活图景,在当时也已初现端倪。
[Abstract]:"Southeast Daily" Commercial Advertising Research, Zhejiang University (1927-1937) Southeast Daily, founded on March 12, 1927, was formerly known as Hangzhou ROC Daily. It was a famous newspaper in Southeast China during the period of the Republic of China, and was influential at that time. Thanks to enterprise management, Southeast Daily's advertising business ranks first in Hangzhou. This paper takes the commercial advertisement of Southeast Daily as the research object, combining with the relevant knowledge of advertising and history, carries on the quantitative and qualitative research to it. In the aspect of quantitative research, through sample sampling and data statistics, this paper analyzes the basic situation of the development of commercial advertisements in Southeast Daily from 1927 to 1937, as well as the scale and characteristics of different types of advertisements. In terms of qualitative research, this paper makes a detailed and in-depth analysis of the commercial advertisements in Southeast Daily from three aspects: advertising strategy, advertising function and social life reflected by advertisements. This paper argues that advertising strategies include advertising appeal, advertising creativity and advertising visual communication, while advertising functions are embodied in both explicit and implicit functions. From the commercial advertisement of Southeast Daily of this period, this article can get a glimpse of the urban life in the social transition period, and Hangzhou, as a "leisure tourism city", has already appeared at that time.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G219.29;K263

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