民国时期天津报刊中服装广告的创意和表现形式

The Ideas and Formats of Costume Advertisements in Tianjin Newspapers During Minguo Period

报纸是民国时期天津的主要传播媒介之一。以当时在天津发行量较大的《大公报》和《北洋画报》等为研究对象,根据其所刊登的服装广告的创意,可以分成悬念式和名人效应式两种。又根据民国时期天津报刊中服装广告的表现形式,可以分成文字、绘画和照片三种。悬念式和名人效应式是对传统报刊服装广告创意的重大突破,丰富了报刊服装广告的内容和形式;文字、绘画和照片三种报刊服装广告表现形式的合理运用,很好地突出了商品特性,起到了极佳的广告宣传效果,值得我们研究与借鉴。

Newspapers was one of the main mass media in Tianjin during Minguo period. This article made a research on the main newspapers at that time. Newspapers was one of the main mass media at that time.The author divided them into two types by the ideas： suspensive advertisements and image prolocutor advertisements; and divided them into three types by the formats： texts, drawings and photos. The suspensive advertisements and image prolocutor advertisements made an important breakthrough in the ideas and provided enriched contents and forms of costume advertisenments. The texts, drawings and photos can be applied in a better way so as to stress characters of products, achieveing good results. The above deserve researches and lessons by us.