本文選題：民國時期　切入點(diǎn)：民營報(bào)紙　出處：《暨南大學(xué)》2016年碩士論文

【摘要】：《國華報(bào)》是廣州民國時期具有重要地位的一份民營報(bào)紙,其發(fā)行量曾在很長一段時間內(nèi)居當(dāng)時廣州各報(bào)之首。作為一份民營報(bào)紙,《國華報(bào)》重視依靠其廣告經(jīng)營獲利,報(bào)社內(nèi)有專門的營業(yè)部與廣告部,并聘請了專門的美術(shù)設(shè)計(jì)人員進(jìn)行廣告設(shè)計(jì)。分析《國華報(bào)》的廣告形式,可以看到其從廣告創(chuàng)意,到廣告文案、圖像與版式,已經(jīng)具備了現(xiàn)代廣告的一些特點(diǎn)。廣告創(chuàng)意上出現(xiàn)了軟文的廣告形態(tài),并且大量利用買贈的手段;廣告文案上重視文字的美感,甚至?xí)褂糜哪�、反語等等技巧;廣告視覺上通過豐富的圖像與版式設(shè)計(jì),營造出活潑而吸引眼球的廣告版面�！秶A報(bào)》的廣告為我們提供了豐富的素材,從中我們可以探知廣州民國時期民營報(bào)業(yè)的廣告經(jīng)營情況,進(jìn)而分析民國時期廣州地區(qū)廣告業(yè)與廣告理念的發(fā)展,更進(jìn)一步可以以此作為素材,一窺民國廣告對于廣州消費(fèi)文化與社會文化的建構(gòu)。廣州民國時期的報(bào)業(yè)研究,現(xiàn)在集中在對于《廣州民國日報(bào)》這一官方報(bào)紙的研究上,而一些民營大報(bào)受到了忽視。本文在綜合分析《國華報(bào)》大量史料的基礎(chǔ)上,對于史料進(jìn)行分類、統(tǒng)計(jì)、分析與總結(jié),從廣告經(jīng)營這個側(cè)面描繪出廣州民營報(bào)業(yè)的經(jīng)營圖景。當(dāng)時的廣州媒體人已經(jīng)開始采取豐富的創(chuàng)作手段來進(jìn)行廣告創(chuàng)作,體現(xiàn)出廣州良好的社會經(jīng)濟(jì)運(yùn)轉(zhuǎn)狀態(tài);而且這些廣告與當(dāng)時時局相聯(lián)系,深深刻上了時代的烙印。
[Abstract]:"China Daily 'is a private newspaper has an important position in the Republic of China Guangzhou, its circulation once in a very long period of time in Guangzhou was the first newspaper. As a private newspaper," China daily attention on its advertising business profits, the newspaper has business department and specialized advertising department the art, and hired a professional design advertising design. Analysis of < Guohua daily advertising form, can be seen from the advertising creative, to advertising copy, image and layout, has some characteristics of modern advertising. The advertising form of soft advertising, and a lot of use to buy gifts the advertisement means; emphasis on text aesthetic, even using humor, irony and so on skills; image design and layout of the rich visual advertisement, create a lively and attractive advertising space. China Daily Advertising provides us with rich The material, from which we can detect the advertising business in Guangzhou during the Republic of China private newspaper, and then analyzes the development of Guangzhou advertising and advertising concept in the Republic of China, further can be used as the material for the construction of the Republic of China, a Guangzhou advertising consumer culture and social culture. The newspaper of the Republic of Guangzhou, is now concentrated in for the study of Guangzhou Republic Daily < > the official newspaper, and some private newspaper has been neglected. Based on the comprehensive analysis of China Daily "a large number of historical data on the classification, for historical statistics, analysis and summary, from the advertising business this side depicts the business landscape of Guangzhou private newspaper. At the time Guangzhou media have begun to take creative techniques to advertisement creation, reflects the Guangzhou good social and economic condition; and these ads and the situation at that time. Contact, deeply engraved with the brand of the times.

【學(xué)位授予單位】：暨南大學(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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1 張琦;廣州《國華報(bào)》廣告研究（1929年-1936年）[D];暨南大學(xué);2016年

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本文編號：1680318