抗战时期巴黎《救国时报》广告传播特色研究  

The Advertisement Dissemination Characteristics Study of Giu Guo Sh Bao in Paris during the War of Resistance against Japanese Aggression

作　　者：丁蒙宁 杨海军 Ding Mengning;Yang Haijun(School of Journalism and Communication,Shanghai University,Shanghai,200072)

机构地区：[1]上海大学新闻传播学院,上海200072

出　　处：《现代广告》2022年第14期38-45,63,共9页Modern Advertising

基　　金：国家社科基金后期资助项目《民国时期上海公益广告研究(1912-1949)》(项目编号:20FXWB024)的阶段性成果。

摘　　要：《救国时报》是抗战时期中国共产党在巴黎创办的机关报,办报宗旨是向海外侨胞宣传中国共产党建立抗日民族统一战线的主张,介绍中国人民英勇抗敌的事迹。《救国时报》广告内容生产延续了党报办报风格,带有鲜明的政治倾向。通过告白广告,阐释报刊广告的经营理念,传播抗战的政治主张;通过文化广告,宣传和介绍中国共产党领导中国人民坚持抗战的精神风貌及英勇事迹;通过商业广告的创意诉求,展现海外侨胞和商业经营者的爱国情怀。创新了党报广告海外经营模式,呈现出鲜明的时代特征。《救国时报》广告拓展与完善了党报广告形态,是研究我国抗战时期党报广告海外传播的珍贵史料。Giu Guo Sh Bao is the CPC’s official newspaper established in Paris during the War of Resistance against Japanese Aggression. It aims to publicize the CPC’s proposition of establishing the Chinese United Front against Japanese Aggression among overseas compatriots and introduce the heroic deeds of the Chinese people in resisting the enemy. Giu Guo Sh Bao’s advertising content production continues the style of the Party newspapers with a distinct political inclination. Through notice advertising, it illustrates the business philosophy of newspaper advertising and spreads the political opinions of the war of resistance;through cultural advertising, it propagates and introduces the spirit and heroic deeds of the CPC in leading the Chinese people to persevere in the war;through the creative appeal of commercial advertising, it shows the patriotic sentiments of overseas compatriots and business owners. It innovates the overseas operation model of the Party newspaper advertising, taking on distinctive features of the times. The advertisements in Giu Guo Sh Bao have expanded and improved the form of the Party newspaper advertising, and have become valuable historical materials for the overseas communication research of the Party newspaper advertisements during the War of Resistance period in China.

关 键 词：党报广告 《救国时报》 抗日民族统一战线 

分 类 号：G23[文化科学]