民国报纸广告图像资源的语义标注——以《新闻报》所刊的越剧广告为例

Semantic Labeling of Advertising Images in Newspapers of the Republic of China Period:Illustrated by Shaoxing Opera Advertisement Published in Xinwen Bao

上海民国报刊的崛起一定程度上映照了近代上海商业与文化的繁荣,而报刊广告是当时文娱活动通告的重要媒介。全国报刊索引数据库现累积有大量的广告影印资料,然而元数据的描述形式难以完全反映图像本身所承载的文字信息,从而限制了资源的进一步利用。越剧是中国国家级非物质文化遗产,越剧民国报纸广告作为小众主题资源,相对而言难以吸引大规模的社会标注与机器标注,传承和传播是非遗保护的两大需求,图像做传播中的重要载体形式,既需要反映资源内涵,也需要面向用户需求。本文选取民国报刊《新闻报》上的越剧广告为研究对象,结合语义模型以及IIIF技术支持的平台,更为准确地揭示图像所涵盖的文本信息。这将有助于人文学者对近代报刊广告资源的更好利用与非遗文化的传播。

The rise of the newspaper in the 20th century reflected the prosperity of Shanghai’s commerce and culture where advertisement about cultural activities played an important role.A number of such old materials have been photocopied and published online by Shanghai Library at Cnbksy.com.However,it is often difficult to reveal information content contained in image resources via meta-data descriptions.Further utilization is thus restricted.Shaoxing Opera,the most popular drama in Shanghai,is one of the intangible cultural heritages of China,of which newspaper advertising is too old-fashioned to attract much attention on large-scale social labeling or machine labeling.Inheritance and dissemination are two major needs of intangible cultural heritages,where image plays a key role in reflecting the connotation of resources and satisfying the needs of users.In this paper,newspaper advertisement from 1923 to 1949 of Shaoxing Opera was selected as subjects.It combines the semantic model and the techniques of IIIF to reveal the text information covered by the images more accurately.It is helpful for humanities scholars to make better use of the advertising resources of old newspapers,and is beneficial to the spread of intangible cultural heritages culture.