申报周刊《无线电》的广告个案研究--以1935年为例

A Case Study of Advertising in the Weekly Radio Report in Shenbao--Take 1935 as an Example

本文对申报周刊《无线电》进行个案研究,研究的范围为1935年。这些广告的种类可以分为5种:电器商品类、书刊类、医药类、艺术类及其他(咨询、通告等)。通过对这些广告的分析,可以发现三十年代的印刷广告在体例、排版方面已经有了相当完善的发展,同时,这些广告也反映了当时商家的商标保护意识和上海市民的爱国情怀。

This paper conducts a case study on the weekly radio report“Radio”.The scope of the study is 1935.The types of these advertisements can be divided into 5 categories:electrical goods,books and magazines,medicine,art and others(consultation,notices,etc.).Through the analysis of these advertisements,it can be found that the print advertisements of the 1930s have developed quite well in terms of style and typesetting.At the same time,these advertisements also reflect the trademark protection consciousness of the merchants at that time and the patriotic feelings of the Shanghai people.