纸上意趣——民国时期报刊茶叶广告探析

Interest and Charm on Paper:Preliminary Study on Tea Press Advertising in the Republic of China

民国时期(1912~1949)报刊中充斥着大量广告,其研究价值已为学界广泛承认。茶叶广告作为一种商品广告,在传播形式上具有图文并茂的特点,此外还有系列广告的运用。在创意理念上,茶叶广告以送礼、国货、卫生、科学、品牌等为主题,力求契合顾客的情感诉求或需要。民国报刊中的茶叶广告不仅具有审美价值,也包含鲜明的时代特征。

It has been widely accepted by scholars that newspaper advertisements in the Republic of China(1912~1949)are well worth studying.Tea advertisements,as one type of commercials,were featured by the combination of images and texts and serial advertising was also employed for tea promotion.In terms of creativity,tea advertisements were themed on gifts,domestic products,hygiene,science,brands,etc.,striving to meet the emotional demands or needs of customers.It maintains that the tea advertisements in newspapers and periodicals of the Republic of China not only had aesthetic values,but also contained distinctive characteristics of the times.