《新民丛报》图书广告研究

发布时间：2018-01-06 11:21

本文关键词：《新民丛报》图书广告研究　出处：《湖南师范大学》2016年硕士论文　论文类型：学位论文

【摘要】：《新民丛报》是20世纪初期维新派创办的重要刊物。1902年2月梁启超创办于日本横滨,1907年11月停刊,前后历时将近六年。这六年,是中国社会变动十分剧烈的时期,社会政治、经济、文化观念呈现出新旧交替的局面,作为这个关键时期的一份重要的期刊,《新民丛报》代表着以康有为、梁启超为首的维新派试图在民族危亡之际向国人介绍西方先进学说、宣传维新思想的努力。研究《新民丛报》的图书广告具有深远的学术意义、文化意义和现实意义。文章借助出版学、广告学、广告心理学、历史学等相关学科理论进行探讨,从背景、内容、技巧、特征、价值、影响等六个方面对《新民丛报》图书广告进行细致的分析,以窥一斑。文章共有六章,在绪论部分,主要论述了选题意义及创新之处,并综述了学界对《新民丛报》及近代图书广告的研究现状,说明了对本次课题研究所用的四个研究方法。第一章,从思想文化之发展、书业之近代化转型、商业广告之盛行及版权保护之完善四个角度来考察《新民丛报》图书广告之背景,以期对其图书广告的研究有一个客观全面的认识。第二章,从宏观上梳理了《新民丛报》图书广告之内容,即“反映出版信息”、“强调图书内容”、“市场预热”、“征稿广告”、“书局广告”,分门别类,论证充分。第三章,解析了《新民丛报》图书广告之技巧,即“语言典雅”、“版式灵活”、“名人效应”、“反复诉求”以及“版权保护中的广告技巧”。第四章,文章重点探讨《新民丛报》图书广告的个性化之处,从“叙事”、“内容”、“营销方式”三个层面解读了《新民丛报》图书广告的特征。第五章,文章对《新民丛报》图书广告的经济价值、文化价值、品牌价值、史料价值进行了深度的剖析。第六章,分析了《新民丛报》图书广告的影响与启发,希望通过学习其图书广告技巧,以资借鉴。
[Abstract]:"Xinmin Cong" is an important publication founded by the Reformists on the beginning of 20th century. Liang Qichao was founded in February 1902 in Yokohama, Japan, and stopped publication on November 1907, which lasted nearly six years. As an important periodical in this critical period, the Xinmin Cong newspaper represents Kang Youwei. The reformists headed by Liang Qichao try to introduce the advanced western theories to the Chinese people at the time of national crisis and propagandize the reform thought. It is of profound academic significance to study the books and advertisements in Xinmin Cong newspaper. With the help of the theories of publishing, advertising, advertising psychology, history and so on, the article discusses the background, content, skills, characteristics and value. Influence and other six aspects of the "Xinmin Cong newspaper" book advertising detailed analysis, in order to see the spot. The article has six chapters, in the introduction part, mainly discusses the significance of the topic and innovation. And summarized the academic circles to "Xinmin Cong newspaper" and the modern book advertisement research present situation, has explained the four research methods which this subject studies used. The first chapter, from the thought culture development, the book industry modernization transformation. The popularity of commercial advertising and the perfection of copyright protection to examine the background of "Xinmin Cong newspaper" book advertising, in order to have an objective and comprehensive understanding of the study of its book advertising. Chapter two. This paper combs the contents of the book advertisement of Xinmin Cong newspaper from the macro perspective, namely "reflecting the publishing information", "emphasizing the content of the book", "the market preheat", "the advertisement of soliciting manuscript", "the advertisement of the book office", which are classified into categories. The third chapter analyzes the skills of book advertising in Xinmin Cong newspaper, that is, "elegant language", "flexible layout" and "celebrity effect". "repeated demands" and "Advertising skills in copyright Protection". Chapter 4th, the article focuses on the "Xinmin Cong newspaper" book advertising personalized place, from "narrative", "content". 5th chapter, the article analyzes the economic value, cultural value and brand value of the book advertisement in Xinmin Cong newspaper. This paper analyzes the value of historical materials in depth. 6th chapter, analyzes the influence and inspiration of the book advertisement in Xinmin Cong newspaper, and hopes to learn the skills of book advertisement in order to draw lessons from it.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G219.29

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