本文選題：抗戰(zhàn)上海 + 《申報(bào)》��； 參考：《西華師范大學(xué)》2015年碩士論文

【摘要】：論文從文學(xué)廣告的角度入手,通過(guò)研究《申報(bào)》上種類繁多、內(nèi)容齊全的文學(xué)廣告,來(lái)探討在政治環(huán)境中文學(xué)廣告與政治之間的相互關(guān)系�！渡陥�(bào)》是民國(guó)時(shí)期主要報(bào)刊之一,其巨大的傳媒宣傳效果,讓它不僅在政治經(jīng)濟(jì)文化領(lǐng)域有重要影響力,于大眾生活中也占據(jù)著不可或缺的位置。文學(xué)廣告作為報(bào)刊的一部分也參與了文學(xué)生產(chǎn)、傳播的過(guò)程,是研究文學(xué)的重要史料。本文選取“廣告的政治”這一獨(dú)特視角,通過(guò)對(duì)1937—1945年《申報(bào)》文學(xué)廣告的整理研究,在分類、歸納出的四類廣告的基礎(chǔ)上,用歷史政治的視野重新審視抗戰(zhàn)時(shí)期的文學(xué)廣告,探討民族戰(zhàn)爭(zhēng)、黨派之爭(zhēng)的政治背景下文學(xué)廣告的生產(chǎn)與發(fā)展。同時(shí),針對(duì)文學(xué)廣告與文學(xué)、政治的關(guān)系,借用社會(huì)學(xué)、傳播學(xué)的方法考察廣告在文學(xué)發(fā)生過(guò)程中蘊(yùn)含的社會(huì)價(jià)值。具體、清晰的文學(xué)廣告實(shí)例與文學(xué)社會(huì)學(xué)、政治學(xué)、傳播學(xué)等不同領(lǐng)域的抽象理論相結(jié)合,為研究文學(xué)廣告與政治的關(guān)系提供了另一種角度與方式。第一章主要通過(guò)對(duì)《申報(bào)》文學(xué)廣告的重要性,及其史料學(xué)、文學(xué)社會(huì)學(xué)價(jià)值的分析,對(duì)研究現(xiàn)狀的爬梳,對(duì)關(guān)鍵概念“政治”的解析,來(lái)闡釋論文的選題緣由和題目的意義所在,并在其中穿插介紹了論文的研究方法和思路。第二章為論文材料的整理部分,對(duì)抗戰(zhàn)時(shí)期《申報(bào)》的文學(xué)廣告作了簡(jiǎn)單分類:文學(xué)作品廣告、文學(xué)期刊廣告、戲劇、電影廣告和具有文學(xué)廣告性質(zhì)的其他廣告。每一類在敘述中會(huì)被再次細(xì)分,并且用具體的文學(xué)廣告實(shí)例做簡(jiǎn)單的闡釋。第三章進(jìn)入主體論述部分,以文學(xué)廣告中的民族戰(zhàn)爭(zhēng)、文學(xué)廣告中的黨派之爭(zhēng)和文學(xué)廣告中的文學(xué)團(tuán)體活動(dòng)三個(gè)部分為中心,來(lái)分析精英文化與大眾文化在廣告中的體現(xiàn),并從政治的角度闡述文學(xué)廣告受文化、黨派、政治的引導(dǎo)和操控。第四章從文學(xué)社會(huì)學(xué)角度來(lái)分析廣告中的文學(xué)生產(chǎn)、文學(xué)發(fā)表、文學(xué)接受在文學(xué)發(fā)生過(guò)程中的具體表現(xiàn)。通過(guò)探求國(guó)家政治、意識(shí)形態(tài)、出版社、廣告媒介等方面背后所滲透的主流文化形態(tài)來(lái)窺視《申報(bào)》文學(xué)廣告的政治意義。結(jié)束語(yǔ)將文學(xué)廣告重新放置于政治環(huán)境中,從而還原歷史現(xiàn)象背后的真實(shí)。從《申報(bào)》文學(xué)廣告的表象出發(fā),深入挖掘?qū)嵸|(zhì),以此來(lái)揭示文學(xué)廣告與政治忽遠(yuǎn)忽近的真正原因。
[Abstract]:From the point of view of literary advertisement, this paper discusses the relationship between Chinese advertising and politics in the political environment through the study of various and complete literary advertisements in the "declaration", which is one of the main newspapers and periodicals in the Republic of China period. Its huge media propaganda effect makes it not only have important influence in the field of politics, economy and culture, but also occupy an indispensable position in the public life. As a part of newspapers and periodicals, literary advertisements also participate in the process of literary production and dissemination, which is an important historical material for the study of literature. This article selects the unique angle of view of "the Politics of advertisement", through the research of the literature advertisement from 1937-1945, on the basis of classifying and summarizing the four kinds of advertisements. From the perspective of history and politics, this paper reexamines the literary advertisements during the Anti-Japanese War, and probes into the production and development of literary advertisements under the political background of the national war and the political struggle between the parties. At the same time, in view of the relationship between literary advertisement, literature and politics, the social value of advertisement in the process of literature development is investigated by using the methods of sociology and communication. The concrete and clear examples of literary advertisement are combined with abstract theories in different fields such as literary sociology, political science, communication and so on, which provide another angle and method for the study of the relationship between literary advertisement and politics. The first chapter analyzes the importance of literature advertising, the value of historical materials and literature sociology, the current situation of research, and the key concept of "politics". To explain the reason and significance of the topic, and introduce the research methods and ideas. In the second chapter, the author classifies the literature advertisements in the War of Resistance against Japan: advertisements of literary works, advertisements of literary periodicals, dramas, advertisements of films and other advertisements with the nature of literary advertisements. Each type will be subdivided again in the narrative, and a simple explanation with a specific example of literary advertising. The third chapter takes the national war in the literature advertisement, the party contention in the literature advertisement and the literary group activity in the literature advertisement as the center to analyze the embodiment of the elite culture and the mass culture in the advertisement. And from the political point of view, literature advertising by cultural, party, political guidance and manipulation. Chapter four analyzes the concrete performance of literature production, literature publication and literary acceptance in the process of literature development from the angle of literary sociology. This paper explores the political significance of the literature advertisement by exploring the mainstream cultural forms that permeate the national politics, ideology, publishing house, advertising media and so on. The conclusion replaces the literary advertisement in the political environment so as to restore the truth behind the historical phenomenon. Starting from the appearance of literary advertisement, this paper explores the essence of the advertisement in order to reveal the real reason why the literary advertisement and the political advertisement are so far and close to each other.
【學(xué)位授予單位】：西華師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：I206.6

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本文編號(hào)：2031509