本文關(guān)鍵詞： 《申報》 教科書廣告 教科書 知識生產(chǎn)　出處：《安徽財經(jīng)大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：本文對1912-1927年《申報》教科書廣告進行研究,目的在于加深對教科書性質(zhì)的理解,希望能夠有助于了解知識生產(chǎn)情況。教科書具有文化與商品雙重屬性。一般的教科書研究,多注意到教科書的文化屬性,關(guān)注的是教科書的文化教育意義。我們還應(yīng)該注意到,教科書也是一種商品,是一種特殊的商品。為了發(fā)行教科書,書局采用多種方式來進行推銷,其中刊登廣告即是其手段之一。商務(wù)印書館、中華書局以及世界書局等,都在《申報》上刊登教科書廣告,同時采用積極的營銷策略,以占領(lǐng)教科書市場�！渡陥蟆方炭茣鴱V告的種類大致分為新書出版廣告、銷售廣告、聲明廣告等,這些廣告包羅了大量的信息,例如教科書的種類、價格、編輯特色、教育部審定情況、編輯人信息、價格折扣、社會反饋等。《申報》教科書廣告內(nèi)容主要包括對教科書內(nèi)容與特點的概括描述,以及教科書價格等方面。民國成立之初的教科書廣告中,含有自由平等、五族共和等新思想,袁世凱時期對尊孔讀經(jīng)的倡導(dǎo)也有反映。1922年新學(xué)制時期的教科書廣告中,新國民教育、平民主義時有體現(xiàn);為促進國語的普及,使用白話文來編寫教科書,推進教育實用性發(fā)展。這些變化在教科書廣告中均有涉及。教科書廣告體現(xiàn)了時代特征,不僅把統(tǒng)治者的意志傳遞給學(xué)生,也把新思想新觀念傳遞給學(xué)生。商務(wù)印書館、中華書局等很注意廣告投放的版面、次數(shù)。各書局反復(fù)將大量廣告投放在《申報》報刊的前幾大版面,目的在于鼓勵讀者閱讀這些廣告,增進其對教科書的興趣,促使其購買更多的教科書,增加教科書的知名度,同時書局還借用節(jié)假日或紀念日進行促銷,努力利用媒體效應(yīng)來擴大教科書的影響。各大書局經(jīng)常在報刊上與同業(yè)進行廣告戰(zhàn)。一方面試圖通過跌價競爭,來拖垮對手,另一方面借用教科書廣告宣傳,來體現(xiàn)其所編教科書的優(yōu)勢,樹立各自書局的品牌形象,以增加教科書銷售量,最終實現(xiàn)書局盈利的最大化。本文通過對教科書商品屬性的討論,希望對了解知識產(chǎn)生的情況有所助益。我們通過教科書所獲得的知識,往往被視為當(dāng)然的、不證自明的,教科書知識具有某種權(quán)威性。但從本文的討論來看,教科書知識也是一種被推銷的知識,是經(jīng)過人們選擇的知識。那么,既然如此,這種知識的價值與意義,值得我們深思。
[Abstract]:This paper studies the advertisement of the textbook from 1912-1927 in order to deepen the understanding of the nature of the textbook. I hope it can help to understand the situation of knowledge production. Textbooks have the dual attributes of culture and commodities. General textbook research, pay more attention to the cultural attributes of textbooks. We should also note that textbooks are also a commodity and a special commodity. In order to distribute textbooks, the bookshop uses a variety of ways to promote them. The commercial press, the Chinese Book Company and the World Bookstore all publish the textbook advertisement on the "Declaration", and adopt the positive marketing strategy at the same time. In order to occupy the textbook market, the types of textbook advertisements can be broadly divided into new book advertisements, sales advertisements, declarative advertisements, etc. These advertisements contain a great deal of information, such as the types of textbooks and the prices. The editorial features, the examination and approval of the Ministry of Education, the editor's information, the price discount, the social feedback and so on. The advertisement content of the textbook mainly includes the summary description of the textbook content and the characteristic. In the early days of the Republic of China, the textbook advertisements contained new ideas such as freedom and equality, five ethnic republics, and so on. In 1922, in the textbook advertisement of the new school system period, the new national education and populism were sometimes reflected. In order to promote the popularity of Mandarin, the use of vernacular to compile textbooks to promote the development of educational practicability. These changes are involved in textbook advertising. Textbook advertising reflects the characteristics of the times. Not only the will of the ruler to the students, but also new ideas and ideas to the students. Business press, Chinese Books and so on pay close attention to the layout of advertising. The bookstores repeatedly put a large number of advertisements in the first few pages of the newspapers and periodicals in order to encourage readers to read these advertisements, increase their interest in textbooks and encourage them to buy more textbooks. Increase the popularity of textbooks, while the bookshop also borrowed holidays or anniversaries to promote. Strive to use the media to expand the impact of textbooks. The major bookstores often in the press and the same industry advertising war. On the one hand, trying to drag down the competition through the price, on the other hand, to borrow the textbook advertising. To reflect the advantages of the textbooks, to establish the brand image of their bookstores, in order to increase textbook sales, and ultimately to maximize the profits of the bookshop. This paper discusses the commodity attributes of textbooks. It is hoped that it will be helpful to understand the situation of knowledge. The knowledge we acquire through textbooks is often regarded as natural and self-evident. Textbook knowledge has some authoritativeness. But from the perspective of the discussion in this paper. Textbook knowledge is also a kind of knowledge to be marketed, which is chosen by people. In that case, the value and significance of this kind of knowledge is worth our thinking.
【學(xué)位授予單位】：安徽財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：G219.29;K258
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本文編號：1466376