商业、新思潮与政治——《新青年》广告编辑实务三嬗  

Business,New Thoughts and Politics:Three Evolution of Advertisement Editing Practice of The New Youth

作　　者：赵广军[1] Zhao Guangjun

机构地区：[1]河南大学历史文化学院,河南开封475001

出　　处：《河南大学学报（社会科学版）》2022年第4期132-140,156,共10页Journal of Henan University(Social Sciences）

基　　金：国家社会科学基金重大项目“五四运动百年记忆史整理与研究”(18ZDA201)阶段性成果;河南大学黄河文明与可持续发展研究中心自设重大项目“黄河文明近现代转型研究”(2020M11)阶段性成果。

摘　　要：以历史演变来看,《新青年》呈现出多重奏、多面相的历史态,其中所刊广告的编辑也存在着嬗变,并表现出独特的路向。《新青年》的广告编辑大致分为群益时代的商业平台广告时期、“同仁”杂志广告与政党倾向并存时期、完全政党化的“同志”广告时期三个阶段。在广告编辑的形式上,群益时代形成的北京编辑部与上海发行部二元结构,发行部掌控着广告权;“同仁”杂志广告时期《新青年》也分编辑部和发行部,但都在上海,编辑部负责广告;“同志”杂志时期,编辑部则承担着编辑广告权。从《新青年》的广告编辑实务中,可以索隐其背后的商业关系、文化互动和政治宣传等内涵。Historically,The development of The New Youth presented multiple performances,among them advertising edit also had evolution,and show a unique direction.The advertising edit of The New Youth has gone through three stages:QunYi Book Compan time,friends Magazine group and Party magazine time,the period of“comrades”advertising with complete political party.In the form of advertisement edit,first,the Qunyi era has formed a dual structure of the editorial department in Beijing and the Distribution Department in Shanghai,and the Distribution Department controls the advertising power;second during the advertising period of friend magazine,The New Youth was also divided into editorial department and Distribution Department,but both were in Shanghai,and the editorial department was responsible for advertising;final,during the period of gay magazine,the editorial department assumed the editorial and advertising rights.From the advertisement edit practice of The New Youth,we can find out the business relations,cultural interaction and political publicity behind it.

关 键 词：《新青年》 广告编辑 商业广告 新文化 中国共产党 

分 类 号：G237.5[文化科学] K26[历史地理—历史学]