《大公报》广告及其特征——以1926-1937年为例  

On the Advertisement and Its Characteristic of the Ta-kung Daily:Taking the Period from 1926 to 1937 For Example

作　　者：贾海洋[1,2] 卫俊[2] 岳谦厚[2] 

机构地区：[1]北京农学院园林系,北京102206 [2]山西大学历史文化学院,太原030006

出　　处：《山西大学学报（哲学社会科学版）》2011年第6期139-144,共6页Journal of Shanxi University(Philosophy and Social Science Edition)

摘　　要：《大公报》是中国近现代新闻史上出版时间最长且影响最大的报纸之一。作为一份民营报纸,广告的重要性受到报人高度关注。尤其新记《大公报》时期广告业务获得长足发展,其规模不断扩大、收入大幅增加,从而为该报发展奠定了坚实的经济基础。与此同时,广告编排手法不断创新、种类更加丰富多彩,标志着该报广告业已逐步完成现代转型。Ta-kung daily was one of the most influential newspapers,having been printed for the longest time in the history of modern journalism in China.As a piece of privatized newspaper,the importance of advertisement attracted much attention of press practitioners;especially,during the Xin-ji Ta-kung daily period,the advertisement had a remarkable progress.Its scale continuously expanded and its income greatly increased,which established a solid economic basis for its development.Meanwhile,the arrangement of advertisement continuously innovated and the categories became more varied,which marked that it gradually completed the transition to modern advertisement.

关 键 词：《大公报》 广告 广告类型 广告手法 

分 类 号：J524.3[艺术—艺术设计]