论民国旅游广告的价值取向

On Value Orientation of Tourism Advertisements in Republic of China

民国时期是旅游业初露端倪到快速发展的过渡阶段。民国旅游广告语篇结构完整,兼具了通告和劝说的功能,成为旅游地形象和旅游地支持条件两类广告的雏形。其部分广告所具有的"格调健康向上、信息真实充分"的价值取向,值得当代旅游广告重新审视并借鉴。

The period of the Republic of China was a transitional stage of the tourism industry from the begin- ning to the rapid development phase. The advertisements in the period were complete in discourse, achieved both informative and imperative functions, and formed the prototype of two advertising categories： those for destination image and those for tourism support. Part of them value orientations of being healthy, active, in- formative and authentic shed insightful light on modem advertisements.