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中国近代大众报纸系在鸦片战争前后由西方传入,中国近代报纸广告亦发端于西人。时值国门初开,再加上传统以来中国人对洋人和洋玩艺就没有什么好感,因而国人对报纸广告的接受经历了一个长期的过程。在这个过程中,中国的广告人(或是报人)也慢慢地成长起来。19世纪80年代以后,《申报》渐渐出现了一些具有“民族特色”的华人广告。利之所驱,一些洋商也开始迎合中国人的心理,所刊登的广告无论在内容上还是在外观上都极力缩小与中国人的文化差距。19世纪末20世纪初,《申报》大规模改版,其广告也获得了初步发展,许多商家越来越重视市场的需求,广告宣传往往与时事、人心相结合,以扩大商品销路。20世纪初的《申报》的广告虽然空前地繁盛,但不可否认有许多不诚实和不健康的广告亦充斥其中,这直接促使了20年代以后广告界的自省以及广告媒体的自律和广告伦理问题的提出主。
Modern Chinese newspapers were brought in by the West before and after the Opium War, and advertisements of modern Chinese newspapers also originated in the West. Since the beginning of the national era, coupled with the traditional Chinese people have no sense of foreigners and foreign toys, so people accept newspaper ads experienced a long process. In the process, Chinese advertisers (or informants) also slowly grew up. After the 1980s, some Chinese advertisements with “national characteristics” gradually appeared in “Shenbao”. Driven by the profits, some foreign businessmen also began to cater to the Chinese mentality. The advertisements they advertised were striving to narrow the cultural gap with the Chinese in terms of content and appearance. At the end of 19th century and the beginning of 20th century, the large-scale revision of “Shenbao” made its advertisement gain initial development. Many merchants paid more and more attention to market demand. Advertising often combined with current events and people’s hearts to expand the sales of products. Although the advertisements of “Shenbao” in the early 20th century were unprecedentedly prosperous, it is undeniable that many dishonest and unhealthy advertisements are also filled with them. This directly led to the self-examination of the advertising industry and the self-regulation of advertising media and the ethics of advertising in the 1920s Propose the Lord.