《足球世界》广告之研究

An Analysis on the Advertisement of Soccer World(1935-1937)

介绍了《足球世界》的发展状况,总结了刊物广告类型与特点,研究了体育明星广告效应对于维系该刊生存的关键作用。《足球世界》刊登的广告构图精美、创意新颖、营销手段与理念先进,基本上涵盖了近代广告的类型,与同时代的杂志相比,其广告也颇具特色,极具观赏与研究价值,是民国时期广告最高水平的代表作之一,对于我们当今的广告发展仍有借鉴的作用。

The thesis introduces the development of the Soccer World,reviews the patterns and features of its advertisement,and explores the crucial role of the advertisement effect of sports stars to the survival of this magazine.Its advertisement is delicate in the picture composition,creative in the ideas,sophisticate in the marketing approaches and theories.Its advertisements generally cover the pattern of the modern advertisement.Compared with the magazine in the same period,they have unique features,visual and research values.They represent the highest level of advertisement in the Republic of China era.They still provide references to the current advertisement development.