本文選題：“軟文” + “硬廣告”��； 參考：《湖南師范大學》2010年碩士論文

【摘要】： 我國報紙在廣告?zhèn)鞑ド铣涑庵环N廣告與新聞混雜的現(xiàn)象。那種千方百計混淆新聞與廣告的本質(zhì)區(qū)別,將新聞文體移植于廣告文字,或是將廣告信息置入新聞報道中的一類文章,業(yè)界稱之為“軟文”。從傳播行為角度看,“軟文”的產(chǎn)生離不開新聞、公關(guān)、廣告三種不同傳播行為的交叉互動。新聞本是為社會公眾服務,是社會的觀察家和人民的代言人,而工商企業(yè)主卻利用新聞公正客觀的形象,將廣告以更為隱秘的方式傳遞給受眾,以達到宣傳企業(yè)形象,促銷產(chǎn)品的目的。從本質(zhì)上講,“軟文”就是披著“新聞”外衣的商業(yè)性廣告,“軟文”的泛濫使我國報業(yè)的傳媒公信力受到極大挑戰(zhàn)。目前,學界對于“有償新聞”的研究頗為充分,而對于“軟文”現(xiàn)象的專門研究還并不多見。因此,筆者選取了湖南最具代表性的大型都市報紙《瀟湘晨報》2001年到2008共8年的報紙做為抽樣分析樣本,研究報紙“軟文”的發(fā)展歷程和現(xiàn)狀,探索影響“軟文”變化的因素及原因。 本文運用內(nèi)容分析法,研究8年來《瀟湘晨報》樣本中報紙總頁數(shù)、總文章數(shù)、總新聞數(shù)及總廣告數(shù)的變化,分析出報紙廣告數(shù)量大致呈歷年增長趨勢,而新聞數(shù)量則呈歷年下降趨勢。接著本文便從“硬廣告”和“軟文”歷年數(shù)量變化入手,分析出在2001年到2008年這八年中,“軟文”數(shù)量確實呈現(xiàn)逐年增長的趨勢。在接下來的章節(jié)中本文還對醫(yī)藥、地產(chǎn)、美容、汽車等不同行業(yè)類別的“軟文”數(shù)量做了統(tǒng)計分析,發(fā)現(xiàn)醫(yī)藥、美容、電器類的“軟文”廣告數(shù)量位居“軟文”總數(shù)前三甲。之后,本文對2個文本個案進行深入的文本闡釋,揭示出最具代表性的新聞型“軟文”和科普型“軟文”中,商家掩蓋廣告身份身份、混淆讀者視聽的個中玄機。
[Abstract]:There is a mixed phenomenon of advertising and news in the spread of advertising in Chinese newspapers. That is to confuse the essential difference between the news and the advertisement, to transplant the news style to the advertisement, or to put the advertising information into the news report. The industry calls it "soft text". The news, public relations, advertising, the cross interaction of three different communication behaviors. The news book is the social public service, the social observer and the spokesperson of the people, while the business owners use the image of fair and objective news to convey the advertisement to the audience in a more secret way, so as to promote the image of the enterprise and promote the product. In essence, the "soft text" is the commercial advertisement of the "news" coat. The spread of "soft text" has greatly challenged the media credibility of the newspaper industry in China. At present, the study of the "paid news" is quite sufficient and the research on the phenomenon of "soft text" is not much. Therefore, the author chooses Hunan The most representative large urban newspaper, Xiaoxiang Morning paper from >2001 to 2008 for 8 years as sample analysis sample, studied the development process and present situation of the newspaper "soft text", and explored the factors and causes affecting the change of "soft text".
In this paper, the content analysis method is used to study the total number of pages, the total number of articles, the total number of news and the total number of advertisements in the sample of Xiaoxiang Morning paper for 8 years. In the eight years from 2001 to 2008, the number of "soft articles" is increasing year by year. In the following chapters, the number of "soft articles" in different categories of medicine, real estate, beauty and automobiles has been statistically analyzed, and the number of "soft text" advertisements in medicine, beauty and electricity is found in the total number of "soft articles". After the first three sets, this article makes a thorough text interpretation of the 2 text cases, revealing the most representative news type "soft text" and popular science type "soft text", the merchant conceals the identity of the advertisement, and confuses the reader's vision.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：G213

【引證文獻】

相關(guān)期刊論文 前1條

1 代夏;;淺析軟文廣告的傳播效果[J];新聞愛好者;2012年13期

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本文編號：1967527