论民国旅游广告的价值取向  

On Value Orientation of Tourism Advertisements in Republic of China

作　　者：陈丽君[1] CHEN Lijun(Tourism College of Zhejiang,Hangzhou 311231,Zhejiang,China)

机构地区：[1]浙江旅游职业学院,浙江杭州311231

出　　处：《四川旅游学院学报》2018年第5期78-81,共4页Journal of Sichuan Tourism University

基　　金：浙江省哲学社会科学规划项目"社会语言学视角下旅游广告语言的历时研究(1927-2015)";项目编号:17NDJC261YB

摘　　要：民国时期是旅游业初露端倪到快速发展的过渡阶段。民国旅游广告语篇结构完整,兼具了通告和劝说的功能,成为旅游地形象和旅游地支持条件两类广告的雏形。其部分广告所具有的"格调健康向上、信息真实充分"的价值取向,值得当代旅游广告重新审视并借鉴。The period of the Republic of China was a transitional stage of the tourism industry from the begin- ning to the rapid development phase. The advertisements in the period were complete in discourse, achieved both informative and imperative functions, and formed the prototype of two advertising categories： those for destination image and those for tourism support. Part of them value orientations of being healthy, active, in- formative and authentic shed insightful light on modem advertisements.

关 键 词：民国 旅游广告 价值取向 

分 类 号：F590[经济管理—旅游管理]