|本期目录/Table of Contents|

[1]罗志超.实业救国实用利民——《申报》视野中的陈嘉庚公司广告（1920—1934）[J].集美大学学报(哲社版),2019,22(02):91-98.
　LUO Zhi -chao.Saving the Nation with Industry andCommerce，Benefiting People＇s Livelihood with Utility: Views of theAdvertisements of Tan Kah Kee Company on Shun Pao (1920—1934)[J].philosophy&social sciences,2019,22(02):91-98.
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实业救国实用利民——《申报》视野中的陈嘉庚公司广告（1920—1934）(PDF)
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《集美大学学报》（哲社版）[ISSN:1006-6977/CN:61-1281/TN]

卷:
22
期数:
2019年02期
页码:
91-98
栏目:
出版日期:
2019-04-28

文章信息/Info

Title:
Saving the Nation with Industry andCommerce，Benefiting People＇s Livelihood with Utility: Views of theAdvertisements of Tan Kah Kee Company on Shun Pao (1920—1934)
作者:
罗志超
（闽南师范大学新闻传播学院，福建 漳州 363000）
Author(s):
LUO Zhi -chao
(School of Journalism＆ Communication，Minnan Normal University，Zhangzhou 363000，China)
关键词:
陈嘉庚; 公司广告; 《申报》; 国货
Keywords:
Tan Kah Kee; company advertisements; Shun Pao; Chinese goods
分类号:
-
DOI:
-
文献标志码:
A
摘要:
作为海外华侨企业家的杰出代表，陈嘉庚曾借助广告推销使其产品打开中国市场。通过对陈嘉庚公司1920年至1934年在《申报》刊登的广告进行内容分析和文本分析，发现实业救国和实用利民是贯穿始终的两条基本主线。其中，爱国情怀的商标设计、挽回利权的新品开发、支持国货的让利促销、情理并用的诉求主张等广告内容体现了实业救国主张，而亲民的产品名称、益民的产品功能、惠民的产品改良、便民的卫生知识等广告内容体现了实用利民主张。
Abstract:
As an outstanding representative of the oversea Chinese entrepreneurs，Tan Kah Kee had made his product to open the Chinese market by means of advertising promotion.This article takes the advertisements of the Tan Kah Kee company on Shun Pao from 1920 to 1934 as the research object，by content analysis and text analysis，outline the two fundamental thread of its advertisements throughout different years＇saving the country with industry and commerce and benefiting people＇s livelihood with utility.The former lies in the following advertising contents: the trademark design of patriotic feeling，the new product development for retrieving sovereign right，the sales promotion for supporting native goods，and the blending advertising proposition of the perceptual and the rational.The latter lies in the following advertising contents: the product names of Care for the People，the helpful product function，the beneficial product modification，and the health knowledge of being convenient for People.

参考文献/References:

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备注/Memo

备注/Memo:
更新日期/Last Update: 2019-05-13