《新民晚报》广告深层内容变迁研究：1982—2011  

Deep Content Analysis of Advertising on Xinmin Evening News from 1982-- 2011

作　　者：林升梁[1] 

机构地区：[1]福建师范大学传播学院,福州中国350108

出　　处：《现代广告》2012年第21期4-20,共17页Modern Advertising

基　　金：资助信息：2011年国家社会科学基金青年基金项目“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：本研究选择改革开放三十年来（1982—2011）《新民晚报》（不合海外版和中缝广告）广告深层内容作为研究对象，共抽取120份报纸，得到4989则广告、7695种价值诉求，从三个角度切入分析《新民晚报》广告价值观念的变迁：40种文化价值观、“实用性价值观”和“象征性价值观”、东西方价值观。《新民晚报》广告具有三个特点：第一，《新民晚报》广告中的价值诉求体现了相对宽松的把关环境，“平民观”是《新民晚报》广告特有的品质；第二，改革开放以来《新民晚报》广告中的东方价值观在第一阶段和第二阶段保持较低比重，但第三阶段、第四阶段和第五阶段保持在相当比重，与西方价值观比重接近，显示出《新民晚报》广告不仅接受“发展才是硬道理”的思想，而且拥有广告诉求本土化的民族意识；第三，在40种文化价值观指标里，按频数排名前六的依次是：“有用”、“经济”、“便利”、“质量”、“有效”、“现代性”，这六个形容词生动表达了《新民晚报》广告的调性，它们不仅是上海党报对中国产品的期望，也是对中国企业的厚望。On the basis of deep level of advertising in the newspaper of Xinmin Evening News from 1982-2011（excluding overseas edition and raphe advertisements）,we abstract 120 pieces of newspaper and obtain 4989 pieces of advertisements with 7695 kinds of cultural values. Three angles are processed here to analyze changes of cultural values on advertising of Xinmin Evening News： 40 kinds of indices for cultural values, ＂practical values＂ and ＂symbolic values＂, and demension of oriental and western values. There are three kinds of characteristics of advertising of Xinmin Evening News. First, advertising of Xinmin Evening News embodies relatively comfortable environment of checking. ＂Civilian view＂ is the unique quality of advertising of Xinmin Evening News. Secondly, advertising of Xinmin Evening News from 1982--2011, oriental values occupy certain low proportion in the first and the second stages while they occupy increasing proportion in the third, the fourth, and the fifth stages which are close to the proportion of oriental values and western values. It shows that Xinmin Evening News accepts the concept of ＂development is the hard truth＂ while it has the national consciousness of localization for advertising appeals. Finally, in 40 kinds of cultural values indices, the top six are： ＂function＂, ＂economy＂, ＂convenience＂, ＂quality＂, ＂effectiveness＂, and ＂modernity＂ according to the ranking of frequency. The six adjectives show a vivid expression of core characteristics of advertising of Xinmin Evening News, which are not only the expectations for Chinese products but also for Chinese enterprises by the party newspaper in Shanghai.

关 键 词：《新民晚报》 广告 深层 内容分析 

分 类 号：F713.8[经济管理—广告]