The Analysis Of Advertisements Of Books And Periodicals Of Zhonghua Book Company(1912-1949)

As one of the publishing industry giants marketing work in the period of the republic of China, Zhonghua Book Company attaches great importance on the books and periodicals, invested a lot of money and energy on advertisements of the books. This paper summarizes the characteristics of Zhonghua book ads during the period of the republic of China.In this paper, the research mainly includes the following sections:First, the paper studies about advertisement vehicles of books of Zhonghua Book Company. In this paper, according to the thesis named " The advertising art of Lu Feikui books " writed by Fan Jun. The paper referred to the dichotomy of the city it was divided into" Hard Advertisement" and "Soft Advertisement". Based on the classification of meaning, the paper appeals to the key analysis.Second, the paper researches about the contents of the advertisements of Zhonghua Book Company. Advertisements of Zhonghua Book Company which were in a variety of forms reflected the colorful content. The advertisements of Zhonghua Book Company transmited the new book information or filled the information and so on.Third, the paper researches about the techniques of the advertisements of Zhonghua Book Company. The advertisements attached great importance to the content of the copy aesthetic feeling, and attached great importance to the choice of font size and paied attention to advertising integral aesthetic feeling.Fourth, the paper researches about the effectiveness of the advertisements of Zhonghua Book Company. This article through to the bibliography, magazines and other relevant book ads historical data analysis of the collected Zhong effect, such as book information, promote sales; Creation of brand, sets up the press enterprise image; Transfer culture, guide the audience to read, etc.Fifth, this paper summarizes the enlightenment to the modern books. The paper summarizes the enlightenment of modern publishing industry, through the analysis of advertisements of books and periodicals of Zhonghua Book Company during the period of the republic, in order to both from theory and practice of modern publishing industry.