马克思是《新莱茵报》头版头条广告的主要作者——《新莱茵报》头版头条广告研究

Marx is the Main Author of the Headline Advertisements in the Neue Rheinische Zeitung ——A Study of the Headline Advertisements in theNeue Rheinische Zeitung

马克思主编的《新莱茵报》是马克思主义新闻观的源头,也开创了马克思主义最早的关于广告的理论认识与实践。在出版的298号(编号301号,其中3号连号出版)中,有157号头版头条是发行部的征订广告,还有86号报头两侧空白处为发行部广告(一种特殊的头版头条),共计243个头版头条广告。马克思对头版头条广告如此重视,体现了他对报纸经营的基本认识,即保障报纸的生存是比表达政治观点更为重要的事项;同时,他成功地使头版头条的征订广告达到了经济利益和政治传播的统一。本文以《新莱茵报》头版头条广告为研究对象,考察报纸经营过程中所遇到的诸多现实性问题及马克思的经营对策,进一步深化马克思广告思想的研究。

The Neue Rheinische Zeitung edited by Marx is the source of Marxist Viewpoint on journalism and also created the earliest theoretical understanding and practical application of advertising in Marxism.In issue 298(numbered 301,with 3 consecutive issues),the subscription advertisement of the distribution department was the headline of the first page of number 157,and there were blank spaces on both sides of the header of number 86(a special headline of the first page),totaling 243 headline advertisements.Marx attached great importance to the headline advertisements,which reflects his basic understanding of newspaper management,that is,ensuring the survival of the newspaper is more important than expressing political views;at the same time,he successfully unified the economic interests and political communication of subscription advertisements for the headline.This article takes the headline advertisements of the Neue Rheinische Zeitung as the research object,examines the many practical problems encountered in the newspaper management process and Marx's management strategies,and further deepens the study of Marx's advertising thought.