《申报》广告初探(1872-1905年前后)

Newspaper Advertising In Shen Pao (1872 - 1905)

中国近代大众报纸系在鸦片战争前后由西方传入,中国近代报纸广告亦发端于西人。时值国门初开,再加上传统以来中国人对洋人和洋玩艺就没有什么好感,因而国人对报纸广告的接受经历了一个长期的过程。在这个过程中,中国的广告人(或是报人)也慢慢地成长起来。19世纪80年代以后,《申报》渐渐出现了一些具有"民族特色"的华人广告。利之所驱,一些洋商也开始迎合中国人的心理,所刊登的广告无论在内容上还是在外观上都极力缩小与中国人的文化差距。19世纪末20世纪初,《申报》大规模改版,其广告也获得了初步发展,许多商家越来越重视市场的需求,广告宣传往往与时事、人心相结合,以扩大商品销路。20世纪初的《申报》的广告虽然空前地繁盛,但不可否认有许多不诚实和不健康的广告亦充斥其中,这直接促使了20年代以后广告界的自省以及广告媒体的自律和广告伦理问题的提出主。

It's true that people seldom advertised in the newspaper in ancient China. Newspaper advertisement was introduced into China along with the masses' newspaper being managed in Late Ch'ing. The materials of this article are from Shen Pao. Through these materials, it can be seen that joumalist in modern China learned through the European and gradually mastered the skills of advertising. Step by step, Chinese advertisement formed its characteristic in 1880s. At the same time, in order to ingratiate the Chinese, some foreign businessmen had to humor the Chinese customs in their advertisements. In 1890s, some excellence ads in Shen Pao, instead of exaggerating the products' efficiencies, affected the readers by nationalism, feminism and science etc. But there were also a lot of untruthful ads misled people and caused ill - effects in the society.