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通过对2007年北京、上海和广州主要报纸的广告分析研究,可以看出中国元素在广告创作中受到重视,成为广告表现的重要素材,但各类中国元素在广告中出现的频次很不均衡,最常用的是民俗类;不同类别的广告运用中国元素的数量不同,很多中国元素在不同类别广告中的分布也有显著差异;广告运用中国元素的地域差异主要表现在数量上,不同地区的广告并不特别偏好某一类中国元素。
Through the analysis of advertisements of major newspapers in Beijing, Shanghai and Guangzhou in 2007, it can be seen that Chinese elements are valued in advertisement creation and become an important material of advertisement performance. However, the frequency of various Chinese elements appearing in advertisements is not balanced, The most commonly used are folklore. Different types of advertisements use different numbers of Chinese elements. Many Chinese elements also have significant differences in the distribution of different types of advertisements. Regional differences in the use of Chinese elements of advertisements mainly appear in quantity, advertisement in different regions No particular preference for a certain type of Chinese element.