中国现代图书广告研究

【作者】 孙诗静；

【导师】 朱铭佐； 俞香顺；

【作者基本信息】 南京师范大学 ， 新闻学， 2008， 硕士

【摘要】 出版大国美国出版社图书广告的理念是:没有哪本书不做广告就可以成功,可见图书广告在图书出版中的作用绝非可有可无。我国虽早在汉代就出现了图书宣传,但这种广告实际不过是图书这种商品的一种标记,这一阶段只能算是图书广告的萌芽时期。我国图书广告真正从萌芽状态走向成熟是在“五四”运动开始之后,新文化的发展,带动了出版业的繁荣,现代中国五大书局(商务、中华、世界、大东、开明)齐聚于上海,上海遂成为中国出版的中心,出版社为开启民智、传承文明,皆不敢小觑图书宣传,当时各个出版社在图书广告宣传上费劲心思,频出奇招,图书广告理念和制作已经达到了相当高的水准,我国的图书广告在这个时期得到了全面的发展。可以说,现代出版业的繁荣与当时成功的图书广告宣传密不可分。可惜这些成熟的图书广告经验在当代出版业中没有被好好地继承发扬,这与新中国成立之初,实行计划经济体制有关。由于出版社不愁图书的销路,所以根本没有给图书做广告的意识,当前我国不成熟的图书广告运作从一定程度上影响了出版业的繁荣。本文力图还原现代图书广告繁荣期的“历史—文化”,从现代图书广告繁荣发展的表现形式入手,梳理出现代图书广告在载体选择、文本风格、运作手法这三方面的特色;然后将现代图书广告置于现代出版业的大环境中,分析出当时的出版主体、出版环境、以及其他商品广告的影响是现代图书广告繁荣发展的深层原因;最后联系当代图书广告的实际情况,提出现代图书广告成功经验中最应当为当代出版人学习借鉴的的宝贵财富。更多还原

【Abstract】 The thought from the American publishing field is that never book can get success without book advertisings. Book ads take very important role on the publishing process. Though early in the Han dynasty, Book ads have appeared, it can only be regarded as a immature stage. After Hundred Days’ Reform, many intellectuals of our nation crowded to Shanghai city, then the five best publishing houses established, which meaned the city of Shanghai had been the publishing center at that time. For enlightening the mass and passing down the culture, those publishers and editors tried their hard on book ads; so many famous writers were active in composition of ads drafts, which made the publishing attained very high level and promoted the publishing at that time forward prosperity. It can say that the prosperity of publishing at that time fairly relevanted to those ads of publishing. However, it is very pity that those successful experiences have not been passed down, immature book ads situation is affecting the development of current publishing industry.This paper begins with the characterists of book ads at that time, putting them into the background of publishing enviroment. It tries to find out why book ads in modern China developed so well, what are the deep reasons, then rousing publishing people at present paid more attaintion on it and seeking for the road which can leading the recent publishing industry to prosperity ultimately.更多还原