闽南侨商的广告与文化传播——以《申报》陈嘉庚公司广告为个案  

The Advertising and Culture Spreading of Minnan Overseas Businessmen——A case Study of the Advertisements of Tan Kah Kee’s Company of on Shen Bao

作　　者：罗志超 LUO Zhi-chao

机构地区：[1]闽南师范大学新闻传播学院

出　　处：《闽南师范大学学报（哲学社会科学版）》2019年第3期108-114,共7页Journal of Minnan Normal University:Philosophy and Social Sciences

基　　金：福建省教育厅中青年教师教育科研项目（JAS170281）

摘　　要：通过考察陈嘉庚公司在《申报》刊登的广告,可以发现广告数量变化是其兴衰的晴雨表,再结合广告内容的深入解读,可以发现中华传统文化和闽南文化是其精神内核的风向标,具体表现为“心系祖国、回馈社会”的底色、“勇拼奋进、强毅果敢”的本色和“诚信为本、务实逐利”的亮色。这些鲜明的文化特性对当下的企业经营和侨务工作都有积极的启发意义。Though the studies on the advertisements of the Tan Kah Kee’s company on Shen Bao, we find that the quantitative change of the advertisements is the barometer of the rise and fall of the company. Deep interpretations of the content of these advertisements show that Chinese traditional culture and Minnan culture are a wind vane of the spiritual core of these advertisements:“loving the motherland and repaying the society”,“struggling bravely and striving firmly” and “taking honesty as the foundation and pursuing benefit and being pragmatic”. These vivid cultural characteristics can play an active role in the enterprise operation and overseas Chinese affairs at present.

关 键 词：闽南文化 闽南侨商 陈嘉庚 陈嘉庚公司 《申报》广告 

分 类 号：G125[文化科学]