Studies On Notions Of "Ta Kung Pao"

The study of"Ta Kung Pao"has been a heated topic in the history of newspapering. Yet, there are a number of myths quite widely held about it. So the aim of this study was to clarify, to some extent, these myths by systematic research."Ta Kung Pao"was a newspaper run by intellectuals, and it was different from other so-called"intellectual newspapers", which all had their favored parties. It was a business newspaper. Nonetheless, it outmatched other newspapers of this kind, because it took satisfying public interests to the utmost as its goal. In this thesis, we looked at the notions of it and its editor policy from a new angle ---advertising. Based on and supported by diachronic and synchronic comparison, we could see it from a holistic panorama.There were five sections arranged in this thesis. Chapter one intended to begin with the advertising activities of early"Ta Kung Pao", a so-called"opinion newspaper", which was regarded as the basic to further the study.Chapter two was a comprehensive account of the development of"Ta Kung Pao"in terms of advertising communication features. This development contributed to the flourish of the newspaper itself and showed that it diverted to a comprehensive newspaper with commerciality.Chapter three elaborated the development of its advertising operation. Its innovative operation methods and strategies in advertising upgraded its level of operation, all of which is seen as the dispensable advertising notions of a business newspaper.