【摘要】：武漢商業(yè)櫥窗廣告是在特定時(shí)期出現(xiàn)的一種特殊的廣告形式,在某種程度上體現(xiàn)了那個(gè)年代城市的商業(yè)文明。廣告是人們?cè)谌粘Ｉ钪袀鬟f和接收信息的重要途徑,經(jīng)過多年的發(fā)展演變,廣告的形式越來(lái)越趨于多樣化：電視廣告、報(bào)紙廣告、廣播廣告、雜志廣告以及戶外廣告。這些廣告形式為社會(huì)的進(jìn)步和發(fā)展發(fā)揮著重要的傳播作用。而在本文中將要研究的商業(yè)櫥窗廣告是戶外廣告的一種,它作為其中一種廣告形式,必然承擔(dān)著廣告所具有的傳遞信息的功能。 在現(xiàn)有的廣告學(xué)研究成果里,很少有專門研究櫥窗廣告的,最多也就是寥寥幾筆帶過。少數(shù)一些期刊論文也只是對(duì)櫥窗廣告的布局和設(shè)計(jì)作了初步的研究,很少涉及到櫥窗廣告與城市的關(guān)系,以及櫥窗廣告自身所包含的文化價(jià)值。本文最大的創(chuàng)新之處就是對(duì)區(qū)域性的櫥窗廣告進(jìn)行歷史的梳理和文化的探討。 本文就是從武漢商業(yè)櫥窗的發(fā)展歷史和它的功能演變來(lái)闡述這一廣告模式,其論述的內(nèi)容主要分為三個(gè)部分：第一部分是武漢商業(yè)櫥窗廣告的發(fā)展概況,主要從武漢商業(yè)櫥窗的發(fā)展階段和獨(dú)特品質(zhì)等方面來(lái)進(jìn)行梳理；第二部分是武漢商業(yè)櫥窗社會(huì)功能的演變,首先界定商業(yè)櫥窗社會(huì)功能的分類,然后對(duì)武漢商業(yè)櫥窗在不同時(shí)期的不同社會(huì)功能進(jìn)行具體分析,并闡述了武漢商業(yè)櫥窗與武漢發(fā)展的互動(dòng)關(guān)系；第三部分是武漢商業(yè)櫥窗廣告的借鑒意義,主要從成敗啟示和文化意義兩個(gè)方面來(lái)寫。 經(jīng)過分析梳理,我們得出：武漢城市的發(fā)展與商業(yè)櫥窗有著密不可分的關(guān)系,同時(shí)城市的發(fā)展也為商業(yè)櫥窗的繁榮打下了深厚的經(jīng)濟(jì)基礎(chǔ),武漢商業(yè)櫥窗的興衰是值得現(xiàn)代廣告業(yè)學(xué)習(xí)和借鑒的。
[Abstract]:The commercial window advertisement in Wuhan is a special form of advertisement which appears in a certain period, and to some extent reflects the commercial civilization of the city in that period. Advertising is an important way for people to transmit and receive information in their daily life. After many years' development and evolution, the forms of advertisements are becoming more and more diversified: television advertisements, newspaper advertisements, broadcast advertisements, magazine advertisements and outdoor advertisements. These advertising forms play an important role in communication for the progress and development of society. The commercial window advertisement which will be studied in this paper is a kind of outdoor advertisement. As one of the advertising forms, it must bear the function of transmitting information. In the existing advertising research, there are very few, at most, a few articles of window advertising. A small number of periodical papers have only made a preliminary study on the layout and design of window advertisement, and rarely on the relationship between window advertisement and city, as well as on the cultural value of window advertisement itself. The greatest innovation of this paper is the historical combing and cultural exploration of regional window advertisements. This article is from the Wuhan commercial window development history and its function evolution to expound this advertisement pattern, its elaboration content mainly divides into three parts: the first part is the Wuhan commercial window advertisement development general situation, Mainly from the Wuhan commercial window development stage and unique quality to sort out; The second part is the evolution of the social function of Wuhan commercial window. Firstly, it defines the classification of the social function of the commercial window, and then analyzes the different social functions of Wuhan commercial window in different periods. The interactive relationship between Wuhan commercial window and Wuhan development is expounded. The third part is the significance of Wuhan commercial window advertising, mainly from the success and failure of inspiration and cultural significance to write. Through analysis and combing, we draw a conclusion that the development of Wuhan city is inextricably related to the commercial window, and at the same time, the development of the city has laid a deep economic foundation for the prosperity of the commercial window. The rise and fall of Wuhan commercial window is worth studying and drawing lessons from modern advertising industry.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8

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