《乒乓世界》创刊以来的广告刊载情况研究

Study on Advertisement since the Publication of World Table Tennis

通过对26年来的170期《乒乓世界》期刊广告刊载情况的统计分析发现:1.期刊广告刊载发展经历了1994年以前的萌芽阶段,1994～2004年的市场经营阶段和2004年之后的文化经营阶段;2.2000年之后的广告版面量占期刊总版面量的36%左右,并有保持这一比例的趋势;3.广告内容以乒乓球器材为主,兼顾发球机、专卖店、招生信息等与乒乓运动相关事物的广告。

Through making statistical analysis on advertisement of 170 issues published in world table tennis in 26 years, this paper found out that the development of periodical advertisement came through the infant phase of 1994, market operation phase of 1994 -2004 and culture operation phase after 2004. The page for advertisement occupies the 36% of whole page after 2000. The content for advertisement mainly focuses on equipment of table tennis, service machine, speciality store, recruitment information and something related with table tennis.