红色报刊出版广告及其媒介价值——以《大众生活》周刊为例  

The Publishing Advertisements of Red Press and Their Media Value——Taking the Weekly Magazine"Public Life"as an Example

作　　者：王海刚[1] 曾雨荪 Wang Haigang;Zeng Yusun

机构地区：[1]湖南师范大学新闻与传播学院,湖南长沙410081

出　　处：《河南大学学报（社会科学版）》2023年第6期140-146,156,共8页Journal of Henan University(Social Sciences）

基　　金：国家社会科学基金重点项目“红色报刊出版广告史料整理、研究与数据库建设”(22AXW001)阶段性成果。

摘　　要：红色报刊是重要的红色资源,红色报刊出版广告是红色报刊的一种生存策略和宣传手段。《大众生活》由邹韬奋先生创办于上海,是以宣传抗日救亡为宗旨的时事性周刊。《大众生活》出版广告包括出版机构广告,文学艺术类图书广告,书目类出版广告,政治、经济、军事类图书广告,教育科普类图书广告,工具书出版广告等类型。其特点表现为出版广告类型反映大众文化需求,出版广告价格波动体现市场变化,出版广告主体多元映射竞争之激烈。《大众生活》出版广告的媒介舆论价值、媒介文化价值和媒介营销价值,为建设具有人文情怀、服务大众的高质量传播媒介提供借鉴。Red newspapers and periodicals are important red resources,and publishing advertisements on them is one of the survival strategies and propaganda means for red newspapers and periodicals.Founded in Shanghai by Mr,Zou Taofen,Public Life is a comprehensive publication on current affairs with the purpose of propaganda for anti-Japanese salvation.The publication advertisements published on Public Life include publishing agency advertisements,literary and art books advertisements,bibliographic publishing advertisements,political,economic and military books advertisements,popular science books advertisements,reference books advertisements,etc.And its characteristics are that diversified publishing advertisement types reflect the cultural needs of the masses,the price fluctuations of publication advertisements reflect market changes,and the diversified publishing advertising entities reflect the fierce competition.The media public opinion value,media cultural value and media marketing value of the publishing advertisements of Public Life,provide a reference for founding a high-quality communication media which with humanistic feelings and serving the public.

关 键 词：红色报刊 出版广告 《大众生活》 媒介价值 

分 类 号：G239.29[文化科学]