發(fā)布時(shí)間：2018-03-29 08:22

  本文選題：民國(guó)時(shí)期　切入點(diǎn)：民營(yíng)報(bào)紙　出處：《暨南大學(xué)》2016年碩士論文

【摘要】：《國(guó)華報(bào)》是廣州民國(guó)時(shí)期具有重要地位的一份民營(yíng)報(bào)紙,其發(fā)行量曾在很長(zhǎng)一段時(shí)間內(nèi)居當(dāng)時(shí)廣州各報(bào)之首。作為一份民營(yíng)報(bào)紙,《國(guó)華報(bào)》重視依靠其廣告經(jīng)營(yíng)獲利,報(bào)社內(nèi)有專門的營(yíng)業(yè)部與廣告部,并聘請(qǐng)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(guó)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(zèng)的手段;廣告文案上重視文字的美感,甚至?xí)褂糜哪�、反語(yǔ)等等技巧;廣告視覺(jué)上通過(guò)豐富的圖像與版式設(shè)計(jì),營(yíng)造出活潑而吸引眼球的廣告版面�！秶�(guó)華報(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(guó)時(shí)期民營(yíng)報(bào)業(yè)的廣告經(jīng)營(yíng)情況,進(jìn)而分析民國(guó)時(shí)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(guó)廣告對(duì)于廣州消費(fèi)文化與社會(huì)文化的建構(gòu)。廣州民國(guó)時(shí)期的報(bào)業(yè)研究,現(xiàn)在集中在對(duì)于《廣州民國(guó)日?qǐng)?bào)》這一官方報(bào)紙的研究上,而一些民營(yíng)大報(bào)受到了忽視。本文在綜合分析《國(guó)華報(bào)》大量史料的基礎(chǔ)上,對(duì)于史料進(jìn)行分類、統(tǒng)計(jì)、分析與總結(jié),從廣告經(jīng)營(yíng)這個(gè)側(cè)面描繪出廣州民營(yíng)報(bào)業(yè)的經(jīng)營(yíng)圖景。當(dāng)時(shí)的廣州媒體人已經(jīng)開始采取豐富的創(chuàng)作手段來(lái)進(jìn)行廣告創(chuàng)作,體現(xiàn)出廣州良好的社會(huì)經(jīng)濟(jì)運(yùn)轉(zhuǎn)狀態(tài);而且這些廣告與當(dāng)時(shí)時(shí)局相聯(lián)系,深深刻上了時(shí)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(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.8

【相似文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張琦;廣州《國(guó)華報(bào)》廣告研究（1929年-1936年）[D];暨南大學(xué);2016年

，

本文編號(hào)：1680318