發(fā)布時(shí)間：2018-06-01 22:04

  本文選題：清代 + 書業(yè)��； 參考：《湖南師范大學(xué)》2015年碩士論文

【摘要】：清代是我國古代書業(yè)廣告的集大成時(shí)期,其廣告無論在內(nèi)容還是形式上,皆遠(yuǎn)軼前代。系統(tǒng)地研究清代書業(yè)廣告,具有深遠(yuǎn)的學(xué)術(shù)意義、文化意義和現(xiàn)實(shí)意義。全文共六個(gè)部分,借助出版學(xué)、傳播學(xué)、廣告學(xué)、廣告?zhèn)鞑W(xué)、廣告心理學(xué)、歷史學(xué)等相關(guān)學(xué)科理論進(jìn)行探討,從背景、媒介、內(nèi)容、技巧、特征等五個(gè)方面對(duì)清代書業(yè)廣告進(jìn)行了細(xì)致的剖析,以窺其一斑。文章的第一部分,主要陳述了選題意義及選題的創(chuàng)新之處,并綜述國內(nèi)對(duì)清代書業(yè)廣告的研究現(xiàn)狀。第二部分,從“商業(yè)廣告”、“書業(yè)”、“版權(quán)法”三個(gè)維度解析了清代書業(yè)廣告繁榮之背景。第三部分,系統(tǒng)介紹了清代書業(yè)廣告的媒介形式(印刷媒介),包括圖書、報(bào)紙和雜志。圖書是傳統(tǒng)媒介,報(bào)紙和雜志則是大眾媒介,分別以《湘報(bào)》和《新民叢報(bào)》為例。第四部分,從宏觀上梳理了清代書業(yè)廣告的內(nèi)容,即“出版信息”、“產(chǎn)品特色”、“市場預(yù)熱”、“邀約征稿”,分門別類,論證充分。第五部分,從廣告?zhèn)鞑W(xué)、傳播學(xué)、廣告心理學(xué)的相關(guān)理論出發(fā),解析了清代書業(yè)廣告之技巧,即“訴求技巧”、“刺激技巧”、“名人廣告技巧”、“版權(quán)保護(hù)技巧”,將清代書業(yè)廣告的促銷功能表現(xiàn)得淋漓盡致。第六部分,是文章的升華部分,首先從“敘事”和“媒介”的角度,高度概括了清代書業(yè)廣告的特征,將其與傳播活動(dòng)的發(fā)生規(guī)律緊密聯(lián)系起來。繼而以比較的眼光來審視前清與晚清、明代與清代書業(yè)廣告之異同,并分析清代書業(yè)廣告對(duì)當(dāng)今的啟示,具有鮮明的現(xiàn)實(shí)意義。
[Abstract]:The Qing Dynasty was the period of the advertising of ancient book industry in China, and its advertising was far from the former generation in terms of content and form. It is of profound academic, cultural and practical significance to systematically study the advertising in the Qing Dynasty. The full text consists of six parts, with the help of publishing, communication, advertising psychology, history and other related disciplines theory, from the background, media, content, skills, Five aspects such as characteristics of the Qing Dynasty book industry advertising detailed analysis, in order to peek at its spot. The first part of the article mainly describes the significance of the topic and the innovation of the topic, and summarizes the domestic research status of the Qing Dynasty advertising industry. The second part analyzes the background of the prosperity of the Qing Dynasty's advertising industry from the three dimensions of Commercial advertisement, Book Industry and copyright Law. In the third part, the paper introduces the media form of the advertising in the Qing Dynasty, including books, newspapers and magazines. Books are traditional media, newspapers and magazines are mass media. The fourth part, from the macroscopic combing the Qing Dynasty book industry advertisement content, namely "the publication information", "the product characteristic", "the market preheat", "the solicitation draft", divides the category, the proof is sufficient. The fifth part, based on the theories of advertising communication and advertising psychology, analyzes the techniques of advertising in Qing Dynasty, such as "appeal skills", "stimulating skills", "celebrity advertising skills", "copyright protection techniques". Will Qing Dynasty book industry advertisement promotion function performance incisively and vividly. The sixth part is the sublimation part of the article. Firstly, from the angle of "narration" and "media", it summarizes the characteristics of the Qing Dynasty book industry advertisement, which is closely related to the occurrence law of communication activities. Then, the author examines the similarities and differences between the former Qing Dynasty and the late Qing Dynasty, the Ming Dynasty and the Qing Dynasty, and analyzes the enlightenment of the Qing Dynasty.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8

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本文編號(hào)：1965848