改革开放以来《人民日报》等四报广告表层内容比较

Comparison of the Advertisement Surface Content in Four Major Newspapers Published Since the Reform and Opening-up in China

选择改革开放以来《人民日报》、《北京日报》、《新民晚报》、《广州日报》四大报纸广告作为研究对象,侧重描述党政机关直属的四大报纸广告表层内容(版面形式)各个变量的数量异同。结果表明,尽管党政机关直属的报纸对广告有诸多限制,比如广告要讲政治性,要符合社会主义精神文明建设的要求等,但是众多中外企业广告在报纸上同台竞技,改变了传统报纸广告经营的理念,促进了报纸自身的"产业化"转型和报业经济的快速发展。

Choosing advertisements from four major newspapers （namely, Peoplds Daily, Beijing Dai- ly ,Xinmin Evening News ,Guangzhou Daily in China published since the country＇s reform and opening-- up as research targets, this paper makes a comparative study of the various variables with the ad surface content （layout）. The results show that： although these party newspapers are restricted in many aspects, for instance, high political consciousness and devotion to building socialist spiritual culture, a lot of ads from businesses of home and foreign appear on these media, which eventually changed the managerial con- cept of these party newspapers and pushed forward their commercialized shift and the flourishing of jour- nalistic economy.