本文關鍵詞： 《俄事警聞》 《警鐘日報》 廣告 御侮復權 革命排滿 開啟民智 普及教育 政治色彩 商業(yè)化 初創(chuàng)特色　出處：《貴州師范大學》2008年碩士論文　論文類型：學位論文

【摘要】： 《俄事警聞》、《警鐘日報》是20世紀初年兩份有代表性的資產(chǎn)階級革命派報紙,廣告是兩報的重要內(nèi)容之一。對于兩報廣告的研究,學術界鮮有涉及。20世紀初年,資產(chǎn)階級革命黨人充分利用兩報廣告迅捷、高效、新穎的信息傳遞功能,大力鼓吹“抵御外侮,恢復國權”,鼓吹“革命排滿”。革命黨人通過為愛國團體、革命報刊及揭露西方列強侵略野心的書籍做廣告,向國民鼓吹抵御外侮的緊迫性;利用廣告大力揭露清朝統(tǒng)治的專制腐朽殘暴,從傳統(tǒng)文化中發(fā)掘反滿的理論依據(jù),向國民鼓吹暴力推翻清朝統(tǒng)治的必要性;鼓吹實行西方的民主政治,為中國的未來規(guī)劃了初步的藍圖。革命黨人在利用兩報廣告進行御侮復權、革命排滿宣傳的過程中,意識到中國的國民毫無國家民族觀念以及對國家民族的危亡麻木不仁,而“御侮排滿”的必由之路是“喚醒國民,同支危局”。兩報廣告在揭露國民麻木、愚昧現(xiàn)狀的同時,指出民智錮塞的原因在于民眾受教育程度低下,要開啟民智,就必須普及教育,啟發(fā)和動員民眾,投身于救亡圖存的時代熱潮。強烈的政治色彩和政治傾向是兩報廣告的最大特點。受商品經(jīng)濟發(fā)展和西方觀念影響、清末新政的推動,以及為維持自身發(fā)展和延續(xù),兩報發(fā)行后期,廣告類型和性質有所變化,開始刊登具有商業(yè)色彩和大眾生活化傾向的廣告,一定程度上反映了國民消費觀念、精神文化生活及信息傳遞方式的新變化。兩報興辦過程中,辦報人的辦報理念和廣告運作方式隨著社會的發(fā)展而變化。記憶策略的靈活運用,廣告版面設計的不斷更新,版權意識的增強,商業(yè)運作管理方式的采用等,一定程度上體現(xiàn)了近代報紙的商業(yè)化運作特點。同時,兩報廣告在語言、設計、色彩、畫面等廣告表現(xiàn)和制作手段上缺乏創(chuàng)意,發(fā)行手段滯后,一定程度上又反映了近代報刊傳媒發(fā)展初期的特色。
[Abstract]:The "alarm Daily" is two representative bourgeois revolutionary newspapers in the early years of 20th century. Advertising is one of the important contents of the two newspapers. In the early years of the 20th century, the bourgeois revolutionaries made full use of the rapid, efficient and novel information transmission function of the two newspapers, and strongly advocated "resisting foreign aggression and restoring national power". The revolutionary party advocated the urgency of resisting foreign aggression to the people by advertising for patriotic organizations, revolutionary newspapers and periodicals and books that exposed the aggressive ambitions of Western powers; Using advertisements to expose the despotic tyranny of Qing Dynasty, to explore the theoretical basis of anti-Manchu from the traditional culture, and to advocate the necessity of violent overthrow of Qing Dynasty rule to the people. Advocating the implementation of Western democratic politics, for the future of China planned a preliminary blueprint. The revolutionary party in the use of two-newspaper advertising for anti-aggression, the revolution is full of propaganda process. Realize that the Chinese people have no national concept and are insensitive to the danger of the state and nation, and the only way to "resist aggression and fill the ranks" is to "awaken the people and support the same crisis situation." the advertisements in the two newspapers are exposing the national numbness. At the same time, the author points out that the reason for the ignorance lies in the low education level of the people. To open up the people's wisdom, we must popularize education, inspire and mobilize the people. Devoted to the era of saving the nation from extinction. Strong political color and political tendency are the biggest characteristics of the two newspapers advertising. Influenced by the development of commodity economy and western ideas, the New deal in the late Qing Dynasty was promoted. And in order to maintain their own development and continuity, the late issue of the two newspapers, the type and nature of advertising has changed, began to publish with commercial color and the trend of the public life, to a certain extent reflects the concept of national consumption. The new changes of spiritual and cultural life and the way of information transmission. In the course of the establishment of the two newspapers, the newspaper operators' idea and advertising operation mode change with the development of the society, and the flexible use of memory strategy. The continuous updating of advertisement layout, the enhancement of copyright consciousness, the adoption of commercial operation management mode and so on, to a certain extent, reflect the characteristics of commercial operation of modern newspapers. At the same time, the two newspaper advertisements are in language and design. Color, screen and other advertising performance and production means lack of creativity, distribution means lag, to a certain extent, but also reflects the characteristics of the early development of modern newspaper and media.
【學位授予單位】：貴州師范大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：K257

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本文編號：1449047