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适应市场经济必须先更新观念 长期以来,人们总是认为报纸广告是报纸的附属品,是新闻单位为了赚钱而加于读者头上的东西,因此报纸上广告一多,就会招致各方面的指责,而报社对广告经营也总是小心翼翼,不敢理直气壮地抓广告。近年来,随着改革开放不断深入,这种情况有了较大的好转,但由于对广告的旧观念还没有完全转变过来,仍旧制约着报纸广告的发展。 怎样正确看待报纸广告呢?笔者以为,报纸广告是报纸经济宣传的组成部分。广告是直接的、具体的经济信息。我们可以分析一下报纸上的广告。以去年11月15日《宁波日报》为例。共刊登了78条广告,其中招
To adapt to the market economy must first update the concept For a long time, people always think that newspaper advertising is an appendage to newspapers and it is a news unit that adds to readers’ heads to make money. Therefore, if there are more advertisements in newspapers, it will incur criticism in all aspects. However, the newspapers are always cautious about advertising operations, and they do not dare to grasp advertisements with integrity. In recent years, with the continuous deepening of reform and opening up, this situation has greatly improved, but because the old concept of advertising has not yet completely changed, it still restricts the development of newspaper advertising. How do I correctly view newspaper advertisements? The author believes that newspaper advertising is an integral part of newspaper economic propaganda. Advertising is direct and specific economic information. We can analyze the advertisements in the newspapers. Take Ningbo Daily on November 15 last year as an example. A total of 78 advertisements were published, including