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題名 | 二十世紀二○年代上海報紙廣告之研究--以 1921 年申報廣告為對象的探討=Research of Newspaper Advertisement in Shanghai during 20s of 20th Century--Investigation Taking 1921 San-Po Advertisement as the Target |
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作者 | 牛道慧; | 書刊名 | 龍華科技大學學報 |
卷期 | 29 2010.06[民99.06] |
頁次 | 頁137-165 |
分類號 | 898.21113 |
關鍵詞 | 申報; 上海; 廣告; 1921 年; San-Po; Shanghai; Advertisement; 1921; |
語文 | 中文(Chinese) |
中文摘要 | 報紙是現代社會中十分重要的一種傳播媒體,它們的內容一部份為新聞報導,另一部份則為廣告。大部分的廣告都是為了激起讀者消費意願的商業廣告,但是從另一個角度來看,這些廣告不僅具有商業的意義,亦反映出該社會的具體生活與價值取向。大眾 傳播學者指出,廣告是廠商和讀者互動的結果,廠商在報紙上投下巨資,並透過長期的反覆宣傳,使廣告所傳達的訊息融入人們的記憶,最後在無形中影響到人們的消費抉擇。不過消費者也非完全居於被動接受之地位,他們常常是主動的找尋需要的資訊來解決生活問題,所以有效的廣告訴求正代表了該社會中消費者所認可的生活體驗。觀察報紙廣告不失為一個有趣而有意義的角度,藉此來了解一些透過其他性質的史料所不易觀察到的社會現象。本文的研究以1920 年代的申報廣告為基本史料,申報為中國近代影響力最大的一份報紙,不僅是因為它發行的時間最長,也是因為它是刊登廣告最多的報紙,相當程度內,它開創了中國現代意義上的廣告業。申報創辦人英國商人歐尼斯特.美查(Ernest Major)在1872 年申報創刊時曾明白表示,經營申報的主要目的就是牟利。可見申報不是政治或宗教性質的報刊,而是為牟利而開辦的商業報紙,廣告是其生命線,也是其主要的收入來源,因而本研究希冀藉由對申報廣告的觀察,來了解當時上海都市的各種社會經濟現象。 |
英文摘要 | The newspaper is a kind of very important media in modern society, a part of their content is the news report, another part is the advertisement. Most commercial advertisements are for evoking reader's desire of consumption, but from a different perspective, these advertisements also reflect the concrete life of its society. The mass media scholar points out, the advertisement is the manufacturer and reader's mutual interaction result, the manufacturer invests a huge sum of money on the newspaper, and through long-term repeated propaganda, make the information that the advertisement transmits dissolve into people's memory, influencing people's consumption choice finally. But consumers do not totally occupy the status accepted passively either, they are often looking for the information needed and solving the problem concerning life voluntarily, so the effective advertisement demand is representing consumer's adventure in daily life. Observe newspaper advertisement can yet be regarded as one interesting and meaningful research, research herein regards the San-Po advertisements of 1921 as the historical data, San-Po is one of the largest newspapers in modern China , not only because the time that it issued is the longest, but also because its advertisement volume of circulation was the largest among most newspapers, San-Po is a pioneer in modern Chinese commercial advertisements. While San-Po started publication in 1872, the founders of the San-Po- the British businessman Ernest Major expressed clearly that its publication main purpose is to make profit. It is obvious that San-Po is not political or religious newspaper, but the commercial newspaper run for making profit, So the advertisement is its lifeline, and its main source of revenue too, therefore this research hopes by observation of advertisement of San-Po, come to understand various social and economic phenomena of the city of Shanghai at that specific time. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。