报纸广告历时性分析中的阶段划分问题探讨——以《新民晚报》三十年(1982-2011)广告价值观变迁为例  

Research on different stage of newspaper advertising development Case study on Xinmin Evening newspaper advertising value changes in the past 30 years

作　　者：林升梁[1] 

机构地区：[1]福建师范大学传播学院

出　　处：《广告大观（理论版）》2012年第3期90-96,共7页Journal of Advertising Study

基　　金：国家社会科学基金青年项目:三十三年(1978-2010)广告镜像:中国社会价值观念的变迁。编号:11CXW031

摘　　要：在对报纸广告的历时性研究过程中,首先遇到的难题是如何科学、有效划分阶段问题。笔者认为,在此类统计推断中,要遵守"显著性最多原则"来判断划分方法的科学性,即哪种划分方法使结果呈现的价值观指标出现最多的统计学上的显著意义(p<0.05),哪种划分方法就最有效。在对《新民晚报》改革开放以来(1982～2011)广告价值观的变迁划分阶段时,五阶段划分法比较适合:1982-1983、1984-1993、1994-1997、1998-2003和2004-2008。其他划分方法虽然也可以显示价值观各个指标的变迁情况,但区隔程度不如上述五阶段划分法。Some scholars have dedicated themselves to analyzing advertising phenomenon with content divide time scale is stiLL a problem for many researchers. ＂Principle of more significance＂ must which kind of division is more scientific and effective. In terms of division of cultural values analysis. How to be obeyed to tell n the advertising of Xin Min Evening Newspaper frem 1982 to 2011, five stages provided by Lin Shengl, iang are more appropriate according to the above-mentioned principle： 1982-1983,1984-1993,1994-1997,1998-2003 and 2004-2008.

关 键 词：历时性 阶段划分 显著性 价值观 

分 类 号：F713.8[经济管理—广告]