【作者】 聂春洁；

【导师】 徐敏；

【作者基本信息】 浙江大学 ， 新闻学， 2009， 硕士

【摘要】 新闻广告作为有偿新闻的一种表现,在我国新闻界几乎被视为一种广告创新,而受到很少的批判。但是这种广告操作手法的弊端是显而易见的,媒体不同于其他产业的一个重要原因就在于其独特的市场形式,它出售的是一种“双重产品”。就如阿尔拜仁所说的:“首先,它们生产媒体产品,这些都将进行交易并卖给消费者;第二,它们提供与消费者的接触渠道,而这些渠道则是卖给广告商的。”概括说来,新闻广告就是在一次销售过程(即向读者出售新闻信息)过程中,渗透了本应该在二次销售(向广告商出售读者注意力)中出售的东西,利用读者对于报纸的信任,以新闻方式传播广告信息。本文希望借助内容分析的方法,对《绍兴晚报》中存在的新闻广告现象进行分析,探究这种现象的严重程度,以及在报纸竞争力下降中所起到的作用。基于这种目的,本文对新闻广告这一概念进行简单的理论梳理,并尝试着提出对这一问题的解决思路。更多还原

【Abstract】 To run ad as fake news story in our country almost as a form of advertising innovation, has been very little criticism. However, the shortcoming of such advertising practices in the operation are obvious, the media is different from other industries, an important reason lies in its unique form, it sold a "double product", as A1 Bayern said: "First of all, their production of media products, these transactions will be carried out and sold to consumers; Second, they provide access channels for consumers, and these channels are sold to advertisers. "In summary, paid news in the first process (the sale of information to the reader) have been penetrated by the sales in the second (to the attention of advertisers to sell the reader).I hope the content of this article of ShaoXing evening news in advertising the existence of the phenomenon of news analysis, to explore the severity of this phenomenon, as well as the declining competitiveness in the newspaper in the role. Based on this purpose of this article the concept of advertising on the news of the theory of simple comb, and try to put forward ideas to resolve this issue.更多还原