论美国新闻学家休曼报刊广告思想的历史意义与当代启示  

Research on Historical Significance and Contemporary Enlightenment of American Journalist Shuman's Newspaper Advertising Thoughts

作　　者：施欣[1] Shi Xin

机构地区：[1]湖南师范大学历史文化(新闻传播)学院

出　　处：《广告大观（理论版）》2016年第6期87-96,共10页Journal of Advertising Study

摘　　要：美国新闻学家休曼在其《实用新闻学》一书中专辟两个章节深透讨论了:报纸销路与广告的内在联系;报纸广告的制作与发布;报纸刊登广告"必以诚信为王"。他的报刊广告思想不仅在当时深具启导价值,至今对报业及广告界深荷参考意义。In his book of Practical Journalism, Edwin Shuman, the American journalist, devoted two chapters to discussing： the intrinsic link between newspaper sales and advertising, production and release of newspaper advertisement, and the principle of‘ Honesty is king＇ adhered to in newspaper advertising. His thoughts of newspaper advertising not only prove valuable at that time, but also act as an enlightenment for nowadays.

关 键 词：休曼 报纸广告与销售 广告制作与发布 诚信为王 

分 类 号：F713.8[经济管理—广告]