《苏州明报》香烟广告研究——以广告营销策略为指向的讨论  

A Research on Cigarette Advertising in Suzhou Ming Pao——A Discussion Based on Advertising Marketing Strategy

作　　者：董粉和 Dong Fenhe

机构地区：[1]苏州科技大学社会发展与公共管理学院

出　　处：《四川大学学报（哲学社会科学版）》2019年第5期108-117,共10页Journal of Sichuan University：Philosophy and Social Science Edition

摘　　要：广告是重要的宣传媒介,也是社会生活嬗变的记录者和影响者。报纸是近代社会最有影响力的大众传媒,其中的广告承载了丰富的时代信息,反映了商品营销模式及市场变化。从广告营销策略的视阈看,《苏州明报》上的香烟广告,在反映当时苏州社会生活与消费风尚及其时代变迁的同时,出于推销香烟的需要,亦极力迎合顾客的消费心理,刺激其购买、消费欲望,扩大香烟的符号价值,传达超越香烟本身之文化信息,并由此呈现出一些具有时代风格和历史经验意义的广告宣传特征;而洋货和国货香烟广告,除了具有近代中国报纸广告宣传策略的共同特点外,还因双方的竞争关系而呈现出本土化运作和强化民族主义诉求的宣传策略差异。Advertising is an important medium and a recorder and shaper of social life.Newspapers are the most influential mass media in modern society.The advertisements on newspapers carry rich information of the times reflecting the commodity marketing model and market changes.This paper examines the cigarette advertisement of Suzhou Ming Pao from 1925 to 1930.From the perspective of advertising strategy the cigarette advertisement on Suzhou Ming Pao reflects the social life and consumption trend of Suzhou at that time and its changing times.To promote the needs of cigarettes the newspaper is eager to cater to the psychology of customers and stimulate their desire to buy and consume by expanding the symbolic value of cigarettes and conveying cultural information beyond the cigarette itself.In so doing the newspaper thus presents a number of advertising features.On the one hand the advertisements for foreign cigarettes and those for domestic brands have the common characteristics of marketing products on the other hand they are presented differently as the two parties are competitors.

关 键 词：《苏州明报》 香烟广告 符号价值 本土化宣传 民族品牌策略 

分 类 号：K26[历史地理—历史学]