论文部分内容阅读
对《申报》广告进行检视,不难发现,同时期的商品广告,已呈现出分阶段的广告策略,而戏曲广告,尤其是夹杂在戏曲广告中的电影广告,不仅广告文案的差异性很小,且广告策略的制定也慢了许多。整体而言,1912年的电影广告呈现“起伏不定、分布不均、小字不显”的特点。研究这一时期的电影广告,将帮助我们重新认识处于电影发生期的1912年,电影传入中国的过程。
Looking at the “Advertised Newspaper Advertising”, it is not difficult to find that the commercial adage of the same period has presented a phased advertising strategy. However, the drama ads, especially the movie ads mixed with the drama ads, are not only very different in advertising copyrights , And the formulation of advertising strategy is also much slower. Overall, the 1912 movie ad showed “undulating, unevenly distributed, small print is not significant” features. Studying movie ads during this period will help us to re-understand the process of the movie’s introduction into China in the 1912 film period.