《俄事警闻》《警钟日报》广告研究

发布时间：2018-01-20 17:30

本文关键词： 《俄事警闻》《警钟日报》广告御侮复权革命排满开启民智普及教育政治色彩商业化初创特色　出处：《贵州师范大学》2008年硕士论文　论文类型：学位论文

【摘要】： 《俄事警闻》、《警钟日报》是20世纪初年两份有代表性的资产阶级革命派报纸,广告是两报的重要内容之一。对于两报广告的研究,学术界鲜有涉及。20世纪初年,资产阶级革命党人充分利用两报广告迅捷、高效、新颖的信息传递功能,大力鼓吹“抵御外侮,恢复国权”,鼓吹“革命排满”。革命党人通过为爱国团体、革命报刊及揭露西方列强侵略野心的书籍做广告,向国民鼓吹抵御外侮的紧迫性;利用广告大力揭露清朝统治的专制腐朽残暴,从传统文化中发掘反满的理论依据,向国民鼓吹暴力推翻清朝统治的必要性;鼓吹实行西方的民主政治,为中国的未来规划了初步的蓝图。革命党人在利用两报广告进行御侮复权、革命排满宣传的过程中,意识到中国的国民毫无国家民族观念以及对国家民族的危亡麻木不仁,而“御侮排满”的必由之路是“唤醒国民,同支危局”。两报广告在揭露国民麻木、愚昧现状的同时,指出民智锢塞的原因在于民众受教育程度低下,要开启民智,就必须普及教育,启发和动员民众,投身于救亡图存的时代热潮。强烈的政治色彩和政治倾向是两报广告的最大特点。受商品经济发展和西方观念影响、清末新政的推动,以及为维持自身发展和延续,两报发行后期,广告类型和性质有所变化,开始刊登具有商业色彩和大众生活化倾向的广告,一定程度上反映了国民消费观念、精神文化生活及信息传递方式的新变化。两报兴办过程中,办报人的办报理念和广告运作方式随着社会的发展而变化。记忆策略的灵活运用,广告版面设计的不断更新,版权意识的增强,商业运作管理方式的采用等,一定程度上体现了近代报纸的商业化运作特点。同时,两报广告在语言、设计、色彩、画面等广告表现和制作手段上缺乏创意,发行手段滞后,一定程度上又反映了近代报刊传媒发展初期的特色。
[Abstract]:The "alarm Daily" is two representative bourgeois revolutionary newspapers in the early years of 20th century. Advertising is one of the important contents of the two newspapers. In the early years of the 20th century, the bourgeois revolutionaries made full use of the rapid, efficient and novel information transmission function of the two newspapers, and strongly advocated "resisting foreign aggression and restoring national power". The revolutionary party advocated the urgency of resisting foreign aggression to the people by advertising for patriotic organizations, revolutionary newspapers and periodicals and books that exposed the aggressive ambitions of Western powers; Using advertisements to expose the despotic tyranny of Qing Dynasty, to explore the theoretical basis of anti-Manchu from the traditional culture, and to advocate the necessity of violent overthrow of Qing Dynasty rule to the people. Advocating the implementation of Western democratic politics, for the future of China planned a preliminary blueprint. The revolutionary party in the use of two-newspaper advertising for anti-aggression, the revolution is full of propaganda process. Realize that the Chinese people have no national concept and are insensitive to the danger of the state and nation, and the only way to "resist aggression and fill the ranks" is to "awaken the people and support the same crisis situation." the advertisements in the two newspapers are exposing the national numbness. At the same time, the author points out that the reason for the ignorance lies in the low education level of the people. To open up the people's wisdom, we must popularize education, inspire and mobilize the people. Devoted to the era of saving the nation from extinction. Strong political color and political tendency are the biggest characteristics of the two newspapers advertising. Influenced by the development of commodity economy and western ideas, the New deal in the late Qing Dynasty was promoted. And in order to maintain their own development and continuity, the late issue of the two newspapers, the type and nature of advertising has changed, began to publish with commercial color and the trend of the public life, to a certain extent reflects the concept of national consumption. The new changes of spiritual and cultural life and the way of information transmission. In the course of the establishment of the two newspapers, the newspaper operators' idea and advertising operation mode change with the development of the society, and the flexible use of memory strategy. The continuous updating of advertisement layout, the enhancement of copyright consciousness, the adoption of commercial operation management mode and so on, to a certain extent, reflect the characteristics of commercial operation of modern newspapers. At the same time, the two newspaper advertisements are in language and design. Color, screen and other advertising performance and production means lack of creativity, distribution means lag, to a certain extent, but also reflects the characteristics of the early development of modern newspaper and media.
【学位授予单位】：贵州师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：K257

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