The Development And Changes Of China Print Advertisement From1981to2001

Since the Reform and Opening Up Policy, with social progress and economic prosperity, advertisement developed rapidly as a commercial guide, which is showing a booming trend.In this thirty-one years’history, China print advertisement, either in content or form, is along a certain internal logic development and evolution. This dissertation selects magazine advertisement as print advertisement an entry point to proceed, and elaborate the logical flow of its development on the basis of data analysis and investigate its cause.This dissertation conducts an academic review of the development of China’s print advertisement, magazine advertisement content analysis research, advertising appeals research, advertising performance research and propose research questions and hypotheses on the basis of theoretical construction and correction.During specific research implementation process, this dissertation selects comprehensive journal "Readers" and advertising specialty journal "China Advertising" from all published journal to do case studies and making a content analysis which published in two magazines advertisements on collected samples from1981to2011."Readers" magazine uses the analysis method of the entire book, from1981to2011a total of505in31years, selecting all advertising samples for the study. With this selection, eventually obtains505episodes of3882advertisements as samples. As the "China Advertising" magazine issue number per year is not the same, in order to ensure objectivity and fairness, we use the random number table random sampling method, choosing all the advertisement samples in an episode of magazine for the research.Through this sampling method, from1981to2011a total of218in31years magazine, ultimately,489advertisements from31episodes are chosen as research samples. In the content analysis, mainly from the two dimensions as advertising appeals and advertising performance. There are three categories of advertising appeals categories, namely functional demands appeal, persuasion functional appeal and induction functional appeal. Advertisement performance also has three classification categories, namely illustration, anchorage and relay relationship.From the dimension of advertising appeals, mainly a content analysis has been done to analyze the"text"in print advertisements. From the dimension of advertising performance, a content analysis has been done to analyze the"image"in print advertisements. In the content analysis process, judgment is made in accordance with pre-established catalytical categories and the objective facts of the sample flow changes in31years has been recorded. The categories of two dimensions are recorded using numbers, all kinds of percentages and proportions, and through the direct quantification of content displayed on the "Readers" magazine and "China advertising" in advertising appeals and advertisement performance on changes madean objective description.Through research, it is found that in thirty one years, print advertisements, either published in the "Readers" magazine or "China advertising" magazine, in the choice of advertising appeals, most advertisements are advised to use the functional demands, accounting the proportion of73.6%and67.3%respectively, indicating that the main function to inform is the most commonly used appeals. Manifestations of this dimension in the advertisement,"Readers" magazine and "China Advertising" magazine published in print advertisements about half are using a relay relationship in the manifestation, the proportion is57%and43.3%respectively. This shows that the Relay relations is the ideal print advertising graphic manifestations. Relay relationship of expression in print advertisements has achieved the reunion of "meaning" and "image", namely, the images and texts all gain their advantages. The appeals and images have both explained the theme. In addition, from advertising appeals and ad performance trends cross maps, the watershed of China Print Advertisements from1981-2011was in1993, a total of two stages.1981-1993of advertising appeals and advertising has emerged as obvious manifestations undulating curve. We put this stage as China Print advertisements perceptual exploration period;1994-2001of advertising appeals and advertising has emerged as a unified representation of the curve up or down. We put this stageas China’s rational development of print advertisements.This dissertation has made explanation of the31years’development and change of China’s print advertisements from the Chinese contemporary history of the development and design. Different historical periods of the political system, economic oriented concept of consumption are the demands of the content of advertising impact; different stages of the design trend of the change is the manifestation of advertising generates inspiration.