本文選題：益世報(bào) + 文化廣告�。� 參考：《河北師范大學(xué)》2010年碩士論文

【摘要】： 《益世報(bào)》是近代中國(guó)的一份全國(guó)性報(bào)紙,具有廣泛的社會(huì)影響力。1915年至1919年是中國(guó)社會(huì)變動(dòng)十分劇烈的時(shí)期,期間社會(huì)政治、經(jīng)濟(jì)、文化觀(guān)念呈現(xiàn)出新舊交替局面。作為津門(mén)報(bào)業(yè)中的一份重量級(jí)報(bào)紙,《益世報(bào)》直接經(jīng)歷并記錄了這一歷史遷變的過(guò)程。 文化廣告包括教育廣告、書(shū)籍廣告、文化娛樂(lè)活動(dòng)廣告,以及與文化活動(dòng)相關(guān)的啟事、聲明等,始終是《益世報(bào)》廣告中的重要組成部分。辛亥革命后,由于文化環(huán)境的相對(duì)寬松,文化廣告,尤其是其中的各類(lèi)書(shū)刊廣告極為豐富。從古代典籍到新出小說(shuō),從官?gòu)d文件到社團(tuán)刊物,從支持引進(jìn)科學(xué),到倡導(dǎo)保存國(guó)粹,各種圖書(shū)報(bào)刊廣告大量見(jiàn)諸該報(bào)報(bào)端。 隨著教育事業(yè)的迅速發(fā)展,《益世報(bào)》上各種學(xué)校、書(shū)院的招生廣告日益增多。從該報(bào)文化廣告主體看,發(fā)布廣告者不僅有國(guó)立學(xué)校、公立學(xué)校,而且有各種私立學(xué)校、女校、培訓(xùn)班、夜校等;從廣告主所辦的學(xué)校類(lèi)型看,當(dāng)時(shí)除了普通教育外,職業(yè)技術(shù)教育、藝術(shù)教育和師范教育等各種專(zhuān)門(mén)教育都獲得了發(fā)展。政法學(xué)校發(fā)展迅速,女子職業(yè)教育出現(xiàn)并較快發(fā)展。 從《益世報(bào)》文化娛樂(lè)廣告中可以看出,當(dāng)時(shí)天津市民已經(jīng)深受西方生活方式的影響,追求西式娛樂(lè)休閑方式已經(jīng)成為一種時(shí)尚。不過(guò),傳統(tǒng)的娛樂(lè)項(xiàng)目依然有其發(fā)展空間,這體現(xiàn)了當(dāng)時(shí)天津文化兼容并包的特點(diǎn)。 《益世報(bào)》的書(shū)刊廣告,營(yíng)造了文化消費(fèi)氛圍,促進(jìn)了書(shū)刊銷(xiāo)售;其所發(fā)布的教育信息,在向人們提供辦學(xué)信息、介紹新式教育的同時(shí),也開(kāi)闊了人們的眼界;其文化娛樂(lè)信息,既豐富了市民的文化生活,又促進(jìn)了娛樂(lè)業(yè)發(fā)展。其文化廣告對(duì)受眾的思維方式和價(jià)值取向也產(chǎn)生了一定影響。 《益世報(bào)》雖有教會(huì)背景,但其公正立論,貼近大眾情感的辦報(bào)方向,受到社會(huì)認(rèn)可;兼以倡導(dǎo)獨(dú)立與自由,反對(duì)專(zhuān)制與束縛,其超越黨派的自由主義思想傾向,引起了廣泛的社會(huì)關(guān)注。
[Abstract]:The "Yi Shi Bao" is a national newspaper in modern China, which has extensive social influence. The period from 1915 to 1919 was a period of great social change, during which the social political, economic and cultural concepts showed a new and old alternation. As a heavyweight newspaper in Jinmen newspaper, Yishi Bao directly experienced and recorded the process of historical change. Cultural advertisements, including advertisements for education, books, cultural and entertainment activities, as well as announcements and statements related to cultural activities, have always been an important part of the advertisements in the newspaper. After the Revolution of 1911, due to the relatively loose cultural environment, cultural advertising, especially various kinds of advertisements are extremely rich. From ancient classics to new novels, from official documents to community publications, from supporting the introduction of science to advocating the preservation of the quintessence of the country, various kinds of books, newspapers, periodicals and advertisements are widely seen in the newspapers. With the rapid development of education, the Yishi newspaper attended various schools, the college enrollment advertisements are increasing day by day. From the perspective of the main body of the newspaper's cultural advertisements, there were not only state schools, public schools, but also various private schools, girls' schools, training courses, evening schools, etc. In view of the types of schools run by advertisers, in addition to general education, Vocational and technical education, art education and teacher education and other specialized education has been developed. The school of politics and law develops rapidly, the female vocational education appears and develops rapidly. It can be seen from the cultural and entertainment advertisements in the newspaper that Tianjin residents were deeply influenced by the Western way of life at that time, and the pursuit of western-style entertainment and leisure has become a fashion. However, there is still room for development of traditional entertainment projects, which reflects the cultural inclusion of Tianjin at that time. The advertisement of the books and periodicals in the newspaper has created the atmosphere of cultural consumption and promoted the sales of books and periodicals, and the educational information it has published has provided people with information on running schools and introducing new types of education, at the same time, it has also broadened people's horizons. Its cultural and entertainment information not only enriched the cultural life of citizens, but also promoted the development of entertainment industry. Its cultural advertisement also has certain influence to the audience's way of thinking and value orientation. Although it has a church background, it has a fair argument, close to the direction of running newspapers with popular emotion, and is recognized by the society. It also advocates independence and freedom, opposes despotism and bondage, and transcends the liberal ideological tendency of the party. Has aroused widespread social concern.
【學(xué)位授予單位】：河北師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：K258

【引證文獻(xiàn)】

相關(guān)博士學(xué)位論文 前2條

1 張平海;中國(guó)教育早期現(xiàn)代化研究[D];華東師范大學(xué);2001年

2 王金霞;河北與中國(guó)教育早期現(xiàn)代化[D];河北大學(xué);2006年

相關(guān)碩士學(xué)位論文 前1條

1 熊雪菲;《濱江時(shí)報(bào)》廣告視野中的哈爾濱社會(huì)生活[D];哈爾濱師范大學(xué);2013年

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本文編號(hào)：1824715