武汉商业橱窗广告研究

发布时间：2018-12-11 16:53

【摘要】：武汉商业橱窗广告是在特定时期出现的一种特殊的广告形式,在某种程度上体现了那个年代城市的商业文明。广告是人们在日常生活中传递和接收信息的重要途径,经过多年的发展演变,广告的形式越来越趋于多样化：电视广告、报纸广告、广播广告、杂志广告以及户外广告。这些广告形式为社会的进步和发展发挥着重要的传播作用。而在本文中将要研究的商业橱窗广告是户外广告的一种,它作为其中一种广告形式,必然承担着广告所具有的传递信息的功能。在现有的广告学研究成果里,很少有专门研究橱窗广告的,最多也就是寥寥几笔带过。少数一些期刊论文也只是对橱窗广告的布局和设计作了初步的研究,很少涉及到橱窗广告与城市的关系,以及橱窗广告自身所包含的文化价值。本文最大的创新之处就是对区域性的橱窗广告进行历史的梳理和文化的探讨。本文就是从武汉商业橱窗的发展历史和它的功能演变来阐述这一广告模式,其论述的内容主要分为三个部分：第一部分是武汉商业橱窗广告的发展概况,主要从武汉商业橱窗的发展阶段和独特品质等方面来进行梳理；第二部分是武汉商业橱窗社会功能的演变,首先界定商业橱窗社会功能的分类,然后对武汉商业橱窗在不同时期的不同社会功能进行具体分析,并阐述了武汉商业橱窗与武汉发展的互动关系；第三部分是武汉商业橱窗广告的借鉴意义,主要从成败启示和文化意义两个方面来写。经过分析梳理,我们得出：武汉城市的发展与商业橱窗有着密不可分的关系,同时城市的发展也为商业橱窗的繁荣打下了深厚的经济基础,武汉商业橱窗的兴衰是值得现代广告业学习和借鉴的。
[Abstract]:The commercial window advertisement in Wuhan is a special form of advertisement which appears in a certain period, and to some extent reflects the commercial civilization of the city in that period. Advertising is an important way for people to transmit and receive information in their daily life. After many years' development and evolution, the forms of advertisements are becoming more and more diversified: television advertisements, newspaper advertisements, broadcast advertisements, magazine advertisements and outdoor advertisements. These advertising forms play an important role in communication for the progress and development of society. The commercial window advertisement which will be studied in this paper is a kind of outdoor advertisement. As one of the advertising forms, it must bear the function of transmitting information. In the existing advertising research, there are very few, at most, a few articles of window advertising. A small number of periodical papers have only made a preliminary study on the layout and design of window advertisement, and rarely on the relationship between window advertisement and city, as well as on the cultural value of window advertisement itself. The greatest innovation of this paper is the historical combing and cultural exploration of regional window advertisements. This article is from the Wuhan commercial window development history and its function evolution to expound this advertisement pattern, its elaboration content mainly divides into three parts: the first part is the Wuhan commercial window advertisement development general situation, Mainly from the Wuhan commercial window development stage and unique quality to sort out; The second part is the evolution of the social function of Wuhan commercial window. Firstly, it defines the classification of the social function of the commercial window, and then analyzes the different social functions of Wuhan commercial window in different periods. The interactive relationship between Wuhan commercial window and Wuhan development is expounded. The third part is the significance of Wuhan commercial window advertising, mainly from the success and failure of inspiration and cultural significance to write. Through analysis and combing, we draw a conclusion that the development of Wuhan city is inextricably related to the commercial window, and at the same time, the development of the city has laid a deep economic foundation for the prosperity of the commercial window. The rise and fall of Wuhan commercial window is worth studying and drawing lessons from modern advertising industry.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

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