A Study of the Newspaper Advertisment Materials from 1949 to 1960 in Taiwan

• Main Authors: Huang, Mei Hwei, 黃美惠
• Other Authors: Lin Pin Chang
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/76885343687673084993

碩士 === 國立台灣工業技術學院 === 工程技術研究所 === 85 === 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 Through the research of the historical documents, we can find out that the technique of Taiwan''s advertisement developing process is maily derived from Mainland China because of the lack of the advertisement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.