论文部分内容阅读
上世纪90年代中后期都市类报纸在中国报业异军突起,随着其深入发展,逐渐在许多地区成为报业广告市场的核心力量,许多市场化运作比较成功的都市类报纸已经成为广告投放者最青睐的媒体。都市类报纸在东西部之间都有比较成功的个案,通过对比两者的广告,有利于从另一个角度分析和研究都市类报纸。本文选取具有代表性的几家报纸,通过抽样分析的方法,研究它们广告的异同。希望从一点入手,在一定程度上反映东西部都市类报纸广告特征。
In the mid-to-late 1990s, the newspaper of the city was suddenly marred in the Chinese newspaper industry. With its further development, it gradually became the core force in the newspaper advertisement market in many areas. Many city-based newspapers that have been marketed more successfully have become the most frequent contributors Popular media. Urban newspapers have more successful cases between eastern and western regions. By comparing the advertisements of the two newspapers, it is in favor of analyzing and studying urban newspapers from another perspective. This paper selects a few representative newspapers and studies the similarities and differences of their advertisements through the method of sampling analysis. Hope to start from a little, to a certain extent, reflect the eastern and western cities newspaper ads characteristics.