近代中国地方报纸广告中的传统文化内涵——以《大光明》报为例  

The Connotation of Traditional Culture in the Advertisement of Local Newspapers in Modern China——Taking“Da Guang Ming”Newspaper as an Example

作　　者：付青 Fu Qing(School of Social Development and Public Management,Suzhou University of Science and Technology,Suzhou 215000)

机构地区：[1]苏州科技大学社会发展与公共管理学院,苏州215000

出　　处：《西部学刊》2023年第17期145-148,共4页Journal of Western

摘　　要：选择1929—1936年的苏州地方报纸《大光明》报,研究其刊登广告中的传统文化内涵,发现《大光明》报作为地方小报,将广告设计与传统文化元素巧妙结合,在商业广告修辞运用与传统文化的表达、广告语的明示策略与传统文化心理、商号命名的特征及背后所体现的传统文化价值等方面展示了传统文化与商业广告结合的独特魅力。The current study selects the Suzhou local newspaper“Da Guang Ming”from 1929 to 1936 as the research object and analyzes the traditional cultural connotations in its advertisements.As a local tabloid,“Da Guang Ming”newspaper cleverly combined advertising design with traditional cultural elements,showing the unique charm of the combination of traditional culture and commercial advertising from the aspects of the use of commercial advertising rhetoric and the expression of traditional culture,the express strategy of advertising language and traditional cultural psychology,and the characteristics of the naming of firm and the value of traditional culture reflected behind it.

关 键 词：《大光明》报 传统文化 广告 

分 类 号：G216.2[文化科学—新闻学]