The Study Of The Liang You Companion's Literary Advertising

The Liang You Company is a medium-sized private publishing organization founded in Shanghai during the Republic of China.It has become one of the representatives of private medium and small publishing institutions with its characteristic publications.During the period of the Republic of China,the fierce competition in the publishing field also promoted the vigorous development of advertising in the book industry.Liangyou company in the book advertising campaign exerts the utmost efforts,combined with its own strength and the characteristics of the publication,makes full use of various resources,carries on various style advertisement propaganda.On the basis of systematically reviewing and arranging The Liang You Companion's Literary Advertising,this article attempts to summarize the characteristics of its literary advertisement itself,examines the role of The Liang You Companion's Literary Advertising in the dissemination and acceptance of Liang You Literature,and analyzes the value orientation of The Liang You Companion's Literary Advertising.The introduction combs the development course and the main business of The Liang You Companion,introduces the close relation between the editor Zhao Jiabi and The Liang You Literature and its advertisement,and summarizes the current research situation and the applied research method of this topic.Chapter one studies the composition of The Liang You Companion's Literary Advertising.The Liang You Companion's Literary Advertising vehicle type diversity,not only including journals,books,edit issue catalogues,samples,including large circulation newspapers and professional literary joumals.The content of Liang You Companion's Literary Advertising is rich and comprehensive,including publication information,promotion information and solicitation information.In addition,from the two aspects of copy and image,the paper analyzes the graphic and text performance of The Liang You Companion's Literary Advertising.Chapter two summarizes the advertising strategy of Liang You Companion's Literary Advertising.Not only flexible layout in the layout design,clever conception on document creations,and cooperate The Liang You Companion a variety of marketing methods,the integrated use of a variety of advertising carrier,a stereoscopic crisscrossed the advertising model.Chapter three analyzes the role of advertising in the communication and acceptance of The Liang You Literature.First of all,it conveys the information of The Liang You company to publish the literature book through the advertisement.second,trains The Liang You Literature reader and guides the reader to consume.finally,provides the help for The Liang You company's brand image shaping.Chapter four examines the value orientation of Liang You Companion's Literary Advertising.As a kind of 'accessory text ',it has a considerable literary aesthetic quality and forms a relationship between interpretation and explanation.The Liang You Companion's Literary Advertising also recorded a lot of literary world stories,saved many writer's ink,which is rare and precious literature historical material.