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研究生:黃美惠
研究生(外文):Huang, Mei Hwei
論文名稱:台灣光復後至五十年之前報紙廣告表現風格研究
論文名稱(外文):A Study of the Newspaper Advertisment Materials from 1949 to 1960 in Taiwan
指導教授:林品章林品章引用關係
指導教授(外文):Lin Pin Chang
學位類別:碩士
校院名稱:國立台灣工業技術學院
系所名稱:工程技術研究所
學門:工程學門
學類:綜合工程學類
論文種類:學術論文
論文出版年:1997
畢業學年度:85
語文別:中文
論文頁數:141
中文關鍵詞:報紙廣告廣告
外文關鍵詞:Newspaper AdvertismentAdvertisment
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本研究以文獻調查方式,廣泛收集出現於中央日報從民國三十八年三月十
二日播遷來台發刊至民國四十九年十二月為止之報紙廣告案例,並以廣告
之性質分為五個類別方向進行分析;配合訪談的實證,了解台灣早期報紙
廣告的發展過程及廣告表現風格。並藉由三個企業產品廣告案例,深入研
究以瞭解台灣早期廣告表現風格及廣告趨勢之目的。研究主要發現:
1.經由文獻之探討,我國早期報紙廣告的發展過程大致上延續大陸的表現
風格,因早期的廣告專業人員的缺乏,多數大陸廣告從業人員轉而至台灣
發展,而將大陸廣告表現風格帶進台灣。 2.經由報社專家及設計家之訪
談,早期報紙廣告製作包含文案及圖案,都由同一個人完成,其製作者有
兩種:一為報社業務員,一為美術人員。 3.不同廣告類別在表現重點上
,確實有差異;其原因為:各種類別產品因性質之不同,在廣告表現上會
依其產品特性而做表現。 4.本研究藉由企業產品廣告個案之研究,早期
各產品的廣告策略的運用已出現產品廣告、企業產品形象、促銷活動的廣
告內容表現。5.本研究從表現形式和表現內容兩個方向分析,希望提供企
業界或設計界能溫故而知新,並於報紙廣告設計或其他媒體設計時之參考

The researching method is Documentary-historical Method, wildly
collecting newspaper advertisement cases from CENTRAL DAILY NEWS
,which established in March 12 1949 to 1960 12. And they are
analyzed by the Advertisemental materials which are divided into
5 catalogue. By this, we can realize the early developing
process and the technique of Advertisement in Taiwan by three
advertisement cases enterprise production. The following is the
results of this research: 1. Through the research of the
historical documents, we can find out that the technique of
Taiwan''s advertisement developing process is maily derived from
Mainland China because of the lack of the advertisement
industry''s professionals. Most people engaged in advertisement
are from mainland, therefore, the way of expression in technique
were brought in Taiwan. 2. Through the discussion of newspaper''s
specialists and designers. The early newspapers'' advertisement
included contents and patterns, which were completed by one
person. There are two kinds, one is Newspaper sales man, the
other is artist. 3. There are some differences in the
expressions of different kind of advertisement. This is because
the quality is different in every kind of production, and the
expression style of the advertisement attaches to the
production. 4. The research is shown by the research of
enterprise''s advertisement cases, the early advertisement''s
strategy, the images of enterprise''s production, the contents of
the sale activities etc.. 5. The research is analized by two
kinds of meathods, one is the technique, the other is contents.
Its purpose is to let business and designing industry easily
make use of these materials.
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