《新莱茵报》与马克思的广告思想——基于德国历史与德文原版报纸的考察  

Neue Rheinische Zeitung and Marx’s Advertisement Thought An Investigation Based on German History and German Newspapers

作　　者：吴璟薇[1,2,3] Wu Jingwei

机构地区：[1]清华大学新闻与传播学院 [2]清华大学马克思主义新闻学与新闻教育改革研究中心 [3]德国柏林自由大学

出　　处：《新闻与传播研究》2020年第S01期153-162,164,共11页Journalism & Communication

基　　金：国家社会科学基金重点项目“当代中国新闻观念研究”(编号:17AXW001)的研究成果。

摘　　要：论文在德国报业发展历史背景的基础上,将马克思关于广告和报纸经营的论述,结合原版《新莱茵报》的广告与服务信息的实践,深化对他广告理念的理解。《新莱茵报》出版的年代是德国报刊和广告蓬勃发展的年代。该报作为共产主义者同盟实际上的机关报,非常重视报纸的经营,其广告和服务信息为报纸提供了必要的经济保障。虽然发行时间仅一年,但与同一时期比较成熟的老牌商业报纸《泰晤士报》和科隆当地商业报纸《科隆日报》相比,它的广告和服务信息版面在印刷技术和版面设计上,具备了比较高的水平。后来德国马克思主义工人政党德国社会民主党中央机关报《前进报》,在恩格斯的指导下,继承和发展了《新莱茵报》这方面的传统。Based on the historical background of German newspaper and its development in the 19th century,this paper aims to deepen the understanding of Marx’s thoughts on advertisement.This study combines his discussions on advertisement and newspaper operation with the practice of the Neue Rheinische Zeitung.As the central organ of the German Communist League,this newspaper attached great importance to the operation of the newspaper,while its advertisements and service information provided necessary economic support for the newspaper.Although its publication only lasted one year,it had a relatively high level of printing technology and layout design compared to The Times,which was the most successful model of business newspaper,and the local business newspaper K?lnische Zeitung.Half a century later,the Vorw?rts,the central organ of the German Social Democratic Party(a Marxist workers’party under the guidance of Friedrich Engels),inherited and developed the advertisement tradition of the Neue Rheinische Zeitung.

关 键 词：《新莱茵报》广告 马克思 恩格斯 马克思主义新闻观 《泰晤士报》 《前进报》 

分 类 号：G219.516[文化科学—新闻学] F091.91[经济管理—政治经济学]