本文關(guān)鍵詞： 《人民日報》 廣告 經(jīng)濟(jì)生活 變遷　出處：《東北師范大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：新中國成立以來,《人民日報》以其新聞傳播的權(quán)威性和主導(dǎo)性而備受人們的關(guān)注,而其同時刊登的文化廣告、生產(chǎn)資料廣告、消費品廣告、金融廣告、外商廣告、公益廣告、旅游廣告等以其內(nèi)容的豐富性,為我們了解新中國經(jīng)濟(jì)生活的變遷提供了一個重要窗口�！度嗣袢請蟆窂V告作為一面反映新中國經(jīng)濟(jì)生活變遷的鏡子,深刻地記載了建國以來我國經(jīng)濟(jì)生活變遷的方方面面。同時,廣告作為一門勸說的藝術(shù),從某種層面上來講它也參與著這種變遷,對整個經(jīng)濟(jì)生活產(chǎn)生潛移默化的影響。本文在回顧《人民日報》廣告發(fā)展演變的基礎(chǔ)上,解讀《人民日報》廣告視野中的中國經(jīng)濟(jì)生活變遷,并在此基礎(chǔ)上概括出《人民日報》廣告對中國經(jīng)濟(jì)生活的影響。全文一共分為三個部分:第一部分:回顧《人民日報》廣告的發(fā)展演變過程。分析《人民日報》廣告經(jīng)歷的商業(yè)廣告“曇花一現(xiàn)式”發(fā)展、生產(chǎn)資料和書刊影戲并行、以宣傳毛主席文藝路線為主的書刊影戲、以經(jīng)濟(jì)建設(shè)為中心“重新多元化”的不同歷史時期的具體內(nèi)容;統(tǒng)計《人民日報》廣告的數(shù)量及版面變動情況;進(jìn)而概括出《人民日報》廣告所具有政治性突出,重文化、重生產(chǎn)、重形象傳播,獨特的廣告?zhèn)鞑?yōu)勢的特點。第二部分:詳細(xì)分析《人民日報》廣告視野中我國農(nóng)村生產(chǎn)力的解放和農(nóng)業(yè)產(chǎn)業(yè)化推進(jìn)的過程、中國社會經(jīng)濟(jì)趨向于現(xiàn)代性變動的趨勢、新興行業(yè)的曲折發(fā)展以及社會生活由統(tǒng)一向多元、由單一向多樣的轉(zhuǎn)變等方面的內(nèi)容。第三部分:總結(jié)出《人民日報》廣告對中國經(jīng)濟(jì)生活的影響。一方面,對推動社會經(jīng)濟(jì)發(fā)展發(fā)揮作用,即提供了一個廣闊的宣傳平臺,有助于經(jīng)濟(jì)的繁榮;另一方面,為消費者生活服務(wù),即通過影響居民的消費模式,客觀上促進(jìn)了人們生活質(zhì)量的改善;此外,還傳播了豐富的醫(yī)藥信息,促動了民族醫(yī)藥產(chǎn)業(yè)的發(fā)展�？傊�,通過廣告這個橋梁,實現(xiàn)了企業(yè)與消費者之間的互動,一定程度上達(dá)到了“雙贏”的效果。
[Abstract]:Since the founding of the people's Republic of China, People's Daily has attracted people's attention for its authority and leading role in news dissemination, while it has simultaneously published cultural advertisements, advertising of means of production, advertisements on consumer goods and financial advertisements. Foreign advertising, public service advertising, tourism advertising and so on due to the richness of its content. It provides an important window for us to understand the changes of economic life in New China. The "People's Daily" advertisement serves as a mirror to reflect the changes of economic life in the new China. Since the founding of the people's Republic of China, it has recorded all aspects of the changes in economic life in China. At the same time, advertising, as an art of persuasion, is also participating in this change on a certain level. On the basis of reviewing the development and evolution of "People's Daily" advertising, this paper interprets the changes of China's economic life from the perspective of "People's Daily" advertising. On this basis, this paper summarizes the impact of "People's Daily" advertising on China's economic life. The full text is divided into three parts: the first part:. This paper reviews the development and evolution of "People's Daily" advertising, and analyzes the "ephemeral" development of commercial advertisements experienced by < People's Daily > advertising. The concrete contents of different historical periods in which the means of production is parallel with the books and periodicals, the books and periodicals with the main line of propagating Chairman Mao's literary and artistic lines, and the economic construction as the center of "re-diversification"; Statistics "People's Daily" advertising quantity and layout changes; Then summarizes the "People's Daily" advertising has political prominence, emphasis on culture, emphasis on production, emphasis on image dissemination. The second part: detailed analysis of the emancipation of rural productivity and the process of agricultural industrialization in the perspective of "People's Daily" advertising. China's social economy tends to change in the trend of modernity, the tortuous development of new industries and social life from unity to diversity. The third part: summarizes the influence of "People's Daily" advertisement on China's economic life. On the one hand, it plays a role in promoting social and economic development. That is, to provide a broad propaganda platform, conducive to economic prosperity; On the other hand, service for consumer life, that is, through influencing the consumption pattern of residents, objectively promotes the improvement of people's quality of life; In addition, the spread of a wealth of medical information, promoting the development of the national pharmaceutical industry. In short, through advertising this bridge, to achieve the interaction between enterprises and consumers. To some extent, the effect of "win-win" has been achieved.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F713.8

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