A Study of the Differences Formed on the Format of the Newspaper Advertising -examplesare taken from the business advertisements on Zhong Guo Shi Bao in 1987 and Lien He Bao in 1997

• Main Authors: Tsung Cheng Shen, 沈宗成
• Other Authors: Thzeng Chi-Shiung
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/73230579429390606369

碩士 === 國立雲林科技大學 === 視覺傳達設計學研究所 === 87 === A Study of the Differences Formed on the Format of the Newspaper Advertising Examples are taken from the business advertisements on Zhong Guo Shi Bao in 1987 and Lien He Bao in 1997 Student : Tsung Cheng Shen Advisor : Thzeng Chi-Shiung Institute of Visual Communication Design National Yunlin University of Science and Technology Abstract The majority of the books state that advertisement on the printings is composed of several different elements which is known as "the elements that constitute the advertising on the printings." This study focuses on newspaper advertising and tries to conduct a survey on the main features and differences presented by the elements of business advertisements on the newspaper before and after the relaxation of the military law. The study also collects views of professional designers in order to provide references for future research on newspaper advertising. Based on the information collected from important books, this study analyzes and discusses the more obvious features and the differences of the newspaper advertising presented on nationwide pages dated a year before the relaxation of the military law, such as Zhong Guo Shi Bao in 1987 and ten years after the relaxation of the military law such as, Lien He Bao in 1997. a. The differences of the graphic elements are: 1. Of all the drawings done manually in 1987, those of interior decorations for building and housing construction exceed all the others in number, and in 1997, the advertisements of tourism and travel do, too. (1.67 pieces and 0.81 pieces) 2. The photographs from 1987 to 1990 featuring goods consumed in daily life surpass any other kinds of photographs in number (15 pieces and 5 pieces) 3. In 1987 the issue of communication becomes the most important theme in computerized pictures (0.94 pieces) 4. In 1987 and 1997 the interior decorations for housing and building construction use cover pictures to do advertisement which outweigh other means of doing advertisement. (1 piece and 57 pieces) 5. Of the pictures of commercial goods in 1987 and 1997, the advertisements of assorted goods top everything in number. (15 pieces and 4 pieces) 6. The trademarks in 1987 highlight visual designs as the most important element in advertisement but in 1997 the emphasis has shifted to the expression of languages (10 pieces and 12 pieces) 7. The theme of transportation appeared most frequently on the names of the merchandise in 1987 and 1997 (83% and 51%) b. The differences of the writing elements 8. The main headlines in 1987 and 1997 take both boldface and lightface as the major types of writing. 9. In 1987, the number of works made up the main headlines that deal with the theme of communication surpasses that of any other themes; and so does the number of works of the main headlines regarding the theme of transportation in 1997. (20 words and 13 words) 10. The colors of the main headlines in 1987 and 1997 favor the black color. (12 types and 8 types) 11. In 1987, the cosmetic business uses slogans to highlight the advertisement and in 1997, the transportation business does the same, too. In both cases, advertising by means of slogans exceeds all the other advertising means. (67% and 41%) In 1987, we find the advertisements of medicine and health care surpass all the others found in commercial goods advertising, while in 1997, the advertisement of transportation plays the most important role. (79% and 35%) 12. The number of price tags for teaching and writing instruments in 1987 and 1997 exceeds that of all the other price tags. (52% and 56%) c. The differences of the elements are: 13. Red is the major leading color in 1987 and 1997 because it appears far more frequent than any other one. 14. The base color of the newspaper, the favorite color in 1987 and 11997, is used for the background color. 15. Black and red are the favorite colors for business in 1987; blue, yellow and green come the second in place. In 1997, red and black are the most important color and blue, yellow and green follow in order. In addition, purple and coffee are sort of in fashion which shows business is moving toward the presentation of multi-color. This, in turn, reveals that business is putting an emphasis on the individuality of enterprises. Professional designers expressed their views on the designing patterns of the most representative advertising in 1987. The major features are as follows: A. The main headlines serves as a direct way to communicate information. B. A variety of commercial goods are presented by means of photographs. C. Giving more attention to consumers'' benefit is important. D. Brand names are effective publicity and promotion means. Views on the designing patterns in 1997 are as follows: E. The headlines serve to convey information directly. F. The combination of computerized pictures and photograph techniques enables the advertising to present a single merchandise which stresses the individuality of the merchandise suited for specific consumers. G. In addition to the stress on brand names, the name of the merchandise is also considered crucial to advertising. Keyword : Newspaper Advertising , Constitute elements .