A Research Of Book Advertisement On The Eastern Miscellany

Oriental magazine is the longest and most influential magazine in modern China.It was founded in Shanghai on March 11,1904 and closed in December 1948.With a total of 44 volumes and 819 issues,it is the longest-lived magazine in modern China and the "leader" of magazines under the commercial press.Oriental magazine is in this period,which has great changes in society.Socio-political,economic and cultural development has presented a situation of rapid change from the old to the new.This paper takes the book advertisement of Oriental magazine as the research object,and probes into the theory of communication,psychology,advertising,history,publishing and other related disciplines,analyzes the book advertisement of Oriental magazine from eight aspects,including aspects of background,development process,general situation,category,content,copywriting skills,marketing strategy,value,deficiency and inspiration.There are seven chapters in this paper.The introduction mainly discusses the significance and innovation of the topic,and summarizes the existing research on Oriental magazine and modern book advertising.The first chapter elaborates the political economy,ideological and cultural background,the development process of modern advertising industry and modern publishing industry,and systematically explains the development process of Oriental magazine from its founding to its finalpublication,so as to have an objective understanding of Oriental magazine and modern advertising.The second chapter sorts out the historical materials of book advertising of Oriental magazine.According to the development of Oriental magazine itself,it is divided into four stages and analyzes the situation of the book market at that time by combining data.The third chapter explains the content and characteristics of the book advertisement of Oriental magazine from three aspects:transmitting publishing information,highlighting product characteristics,and warming up the new book market,and cites sufficient historical materials for auxiliary analysis.The fourth chapter analyzes the copywriting skills of "Oriental magazine" book advertisement in detail,from the aspects of copywriting form,layout,celebrity effect,illustrated text and so on.The fifth chapter explains the marketing strategies used in the book advertisement of Oriental magazine.The sixth chapter expounds the value of "Oriental magazine" book advertisement and explains the interactive relationship between book advertisement and society.The seventh chapter summarizes the deficiency of "Oriental magazine" book advertisement and looks for the enlightenment meaning which can guide today's practice.