宁波百年报纸广告发展特征研究(1899-1999)  

Research on the Characteristics of Ningbo Newspaper Advertisement(1899-1999)

作　　者：戎彦[1] 

机构地区：[1]浙江万里学院,浙江宁波315100

出　　处：《浙江万里学院学报》2016年第3期79-83,共5页Journal of Zhejiang Wanli University

基　　金：2014年浙江省社科联研究课题"宁波百年报纸广告研究(1899-1999)"研究成果(编号:2014N180);浙江省哲学社会科学研究基地2014年度省规划课题阶段性成果"宁波百年报纸广告研究(1899-1999)"(编号:14JDLG03YB);浙江万里学院广告学重点专业建设子项目"创意学"课程建设成果(编号:110754081500112)

摘　　要：宁波市图书馆馆藏地方报纸数据库收录了从1899到1999年在宁波出版的29种地方报纸。广告是报纸的经济命脉,文章以数据库资料为基础,探讨了宁波百年报纸广告中广告主与经济发展特征、广告创意与表现、广告经营与广告公司等问题,以便更为具体和深入地把握宁波百年报纸广告的发展及特征。Ningbo library website has collected twenty-nine kinds of local newspapers published in Ningbo from 1899 to 1999. Advertising is the economic lifeline of the newspaper. Based on the database,we discussed the features of advertisers and the traits of economic development, advertising creation and expression, advertising management and advertising companies. Therefore, the development and characteristics of Ningbo centennial newspaper＇s advertising were known specifically and deeply.

关 键 词：地方报纸 数据库 报纸广告 宁波 

分 类 号：G206.2[文化科学—传播学]