20世纪三、四十年代陕西报纸广告研究——以《西京日报》和《西北文化日报》为样本

The analysis of the advertisements on the newspapers in the decades from 1930′s to 1940′s of Shaanxi

20世纪三、四十年代,陕西报纸广告有一定繁荣。为给今天的报纸广告发展提供一定的历史借鉴,以《西京日报》和《西北文化日报》为样本,采用现代广告学原理,通过案例分析,研究20世纪三、四十年代陕西报纸广告的诉求类型,阐述其历史文化特色,认为其蕴涵着鲜明的时代风格与地域特色。

The advertisements on the newspaper turned up in the large amounts in the decades from 1930＇s to 1940＇ s. By the theory of modern advertisement and the way of exploring the cases, using Xijing Newspaper daily and Northwestern Culture Newspaper daily as sample, on the basis of discussing the situations of their developments, the the types of the means of persuading readers and the historical character of culture of them were studied in order to apply some enlightenments to resign advertisements on modern newspaper, and research the characteristics of cul- tures of social life atthat time.