本文選題：《申報(bào)》　切入點(diǎn)：商品廣告　出處：《浙江工商大學(xué)》2017年碩士論文

【摘要】：《申報(bào)》是一份以盈利為目的而創(chuàng)辦的商業(yè)報(bào)紙,自創(chuàng)刊伊始就刊登廣告,至1915年,其廣告版面面積超過(guò)了新聞版面面積,廣告成為了《申報(bào)》不可忽視的重要組成部分。到了 20世紀(jì)20年代,無(wú)論是對(duì)各種廣告形式的嫻熟運(yùn)用,還是對(duì)各類廣告的廣泛刊登,《申報(bào)》廣告都已然更加成熟。其中,女性商品廣告種類繁多、形式多樣、引人注目。本文試圖以《申報(bào)》女性商品廣告為研究對(duì)象,以民國(guó)社會(huì)為背景,通過(guò)分析20世紀(jì)20年代的女性商品廣告的創(chuàng)意特色,來(lái)深入地剖析其對(duì)社會(huì)各方面所產(chǎn)生的影響和投射出來(lái)的女性相關(guān)觀念,回答民國(guó)上海是如何塑造女性形象的,廣告是通過(guò)何種方式和手段來(lái)吸引消費(fèi)者的,以及消費(fèi)者如何反應(yīng)的問(wèn)題,也有助于了解當(dāng)時(shí)上海社會(huì)的真實(shí)面貌。本文運(yùn)用廣告學(xué)、歷史學(xué)、傳播學(xué)的相關(guān)理論,從定量分析和定性分析兩個(gè)維度來(lái)綜合分析《申報(bào)》女性商品廣告。定量方面,采取隨機(jī)抽樣的方式,選取《申報(bào)》1920-1929的十年間每年6月份的女性商品廣告為樣本,對(duì)此進(jìn)行統(tǒng)計(jì)分析,以之作為量化數(shù)據(jù)的主要依據(jù);定性方面,則選擇適量典型的女性商品廣告進(jìn)行內(nèi)容分析,旨在對(duì)其進(jìn)行盡可能全面地考察。本文的主要內(nèi)容有以下七部分:引言概述了本文的研究背景和研究意義,從宏觀、中觀、微觀三個(gè)層面展示了其研究現(xiàn)狀,闡述了研究的整體思路及具體的研究方法;第一章從政治、經(jīng)濟(jì)、文化等方面全面地呈現(xiàn)民國(guó)上海的社會(huì)風(fēng)貌,女性解放和女性地位提升尤為重點(diǎn),此外,簡(jiǎn)要介紹《申報(bào)》的歷史沿革、辦報(bào)特色、史料價(jià)值等方面的內(nèi)容;第二章通過(guò)抽樣數(shù)據(jù)統(tǒng)計(jì)的方法對(duì)女性商品廣告進(jìn)行詳細(xì)地文本分析,包括專項(xiàng)分析和整體分析;第三章從理性訴求、感性訴求、代言人訴求三個(gè)角度來(lái)探究當(dāng)時(shí)女性廣告的訴求特點(diǎn);第四章歸納總結(jié)出系列廣告、故事廣告、恐懼廣告、懸疑廣告等幾近成熟的現(xiàn)代廣告形式,通過(guò)表現(xiàn)形式的分析一方面體現(xiàn)《申報(bào)》廣告在廣告史上的重要地位,另一方面也為現(xiàn)代廣告提供借鑒;第五章對(duì)《申報(bào)》女性商品廣告進(jìn)行多方面的評(píng)價(jià),《申報(bào)》女性商品廣告對(duì)當(dāng)時(shí)社會(huì)的政治、經(jīng)濟(jì)、文化和日常生活等各方面都產(chǎn)生影響的同時(shí),其所體現(xiàn)出來(lái)的女性形象也具有正反兩方面的作用,同時(shí),《申報(bào)》對(duì)廣告業(yè)自身的發(fā)展也有一定的啟發(fā)意義;結(jié)語(yǔ)綜合全文,明確、具體地歸納本文的主要論點(diǎn)及其意義。
[Abstract]:The "declaration" is a commercial newspaper founded for profit. From the beginning of its publication, it was advertised. Up to 1915, its advertising space exceeded the area of the news page. Advertising has become an important part of "declaration". By the 1920s, whether it was the skilful use of various forms of advertising or the widespread publication of various kinds of advertisements, advertising had become more mature. There are many kinds of women's commodity advertisements, various forms and attractive forms. This paper tries to take the female commodity advertisements as the research object, taking the Republic of China society as the background, by analyzing the creative characteristics of the women's commodity advertisements in the 1920s. To deeply analyze its impact on all aspects of society and the projected concept of women, answer the Republic of China Shanghai how to shape the image of women, advertising through what ways and means to attract consumers, As well as the question of how consumers react, it is also helpful to understand the real face of Shanghai society at that time. This paper uses the relevant theories of advertising, history, and communication. From the two dimensions of quantitative analysis and qualitative analysis, this paper synthetically analyzes the women's commodity advertisements. In the quantitative aspect, the women's commodity advertisements in June of each year in 1920-1929 are selected as samples by random sampling. Statistical analysis of this, as the main basis for quantitative data; qualitative aspects, select the appropriate amount of typical female commodity advertising content analysis, The main contents of this paper are as follows: the introduction summarizes the research background and significance of this paper, and shows its research status from the macro, meso and micro levels. The first chapter presents the social style of the Republic of China in Shanghai from the political, economic and cultural aspects, especially the emancipation of women and the promotion of women's status. This paper briefly introduces the historical evolution of "declaration", the characteristics of running newspaper, the value of historical materials, etc. The second chapter makes a detailed text analysis of female commodity advertisements through the method of sampling data statistics, including special analysis and overall analysis; The third chapter explores the appeal characteristics of female advertising from three angles: rational appeal, perceptual appeal and spokesman demand. Chapter four summarizes the series of advertisements, story ads, fear advertisements, Suspense advertising and other nearly mature modern advertising forms, through the analysis of the form of expression, on the one hand reflects the important position of advertising in the history of advertising, on the other hand, it also provides reference for modern advertising; The fifth chapter evaluates the female commodity advertisement in many aspects. The female commodity advertisement has a great influence on the politics, economy, culture and daily life of the society at that time, at the same time, the female commodity advertisement has the influence on the society at that time, such as politics, economy, culture and daily life and so on. At the same time, the declaration also has some enlightening significance to the development of the advertising industry; the conclusion synthesizes the full text, clearly and concretely sums up the main arguments and their significance of this article.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;K26

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