申报图书广告设计研究(1912--1919)

RESEARCH ON THE DESIGN OF BOOK ADVERTISING ON SHENPAO(1912——1919)

民国时期出版业繁荣,为了促进图书销售在申报上发布了很多图书广告,特别是史量才接管申报之后雇专人从事广告设计,是我国广告设计史上具有里程碑的大事件。《申报》图书广告的设计总体符合图书广告设计的美学原则,同时注意广告词设计的策略。通过《申报》上发布广告不仅促进了图书的销售还促进了新思想、新知识的传播。

During the period of the Republic of China publishing industry, in order to promote sales on the Shenpao to release a lot of book advertisements, especially after Shiliangcai took charge of Shenpao, he made the hiring of personnel to engage in advertising design, which became a landmark in the history of advertising design. The design of ＂ Shenpao ＂ is in accordance with the aesthetic principle of the design of the book advertising, and also pay attention to the strategy of the advertisement word design. Advertising through the Shenpao not only promoted the sale of books but also promoted the spread of new ideas and new knowledge.