《人民日报》、《北京日报》、《新民晚报》和《广州日报》广告深层内容变迁比较研究  

Comparative research on newspaper advertising contents of People's Daily, Beijing Daily, Xinmin Evening News and Guangzhou Daily

作　　者：林升梁[1] 乔丽君[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）》2013年第2期53-61,共9页Journal of Advertising Study

基　　金：2011年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"部分研究成果;编号:11CXW031

摘　　要：本研究选择改革开放以来《人民日报》、《北京日报》、《新民晚报》和《广州日报》四大报纸(不含海外版)广告深层内容作为研究对象,共抽取528份(其中《人民日报》、《北京日报》、《广州日报》各136份,《新民晚报》120份),得到23546条广告、30404种价值诉求,平均每条1.29种价值诉求。结果表明,在四大报纸广告价值观的变迁中,《北京日报》对广告价值观的调控出手最为频繁且最有意识;《广州日报》对广告价值观的调控呈现出最为浓厚的本土文化色彩;《人民日报》对广告价值观的调控是温和的、理性的;《新民晚报》对广告价值观的调控最为宽松。On the basis of deep Level of advertising in the newspapers of People＇s Daily, Beijing Daily, Xinmin Evening News and Guangzhou Daily from reform and opening （ excluding overseas edition ） ,we abstract 528 pieces of newspaper and obtain 23546 pieces of advertisements and 30404 kinds of advertising appeals with the average of 1.29 kinds of advertising appeals for every piece of advertisement. Results show that Beijing Daily is the most frequent and the most conscious one for the regulation of advertising values. Guangzhou DaiLy embodies the strongest Local color for the regulation of advertising vatues. PeopLe＇s Daily is moderate and rational for the regulation of advertising values. Xinmin Evening News has the [oosest environment for the regulation of advertising values

关 键 词：《人民日报》《北京日报》《新民晚报》《广州日报》广告深层比较研究 

分 类 号：G219.2[文化科学—新闻学] F713.8[经济管理—广告]