Our Newspaper Media Image Analysis

As the media competition getting more and more severe, and the media products underthe condition of a rich, media image advertisement gradually developed and has playedan important role in the competition.This article through to the newspaper advertisement media image study highlights thecore value, and summarized the rules of these newspaper organizations in their mediaAD choices, which will provides reference data for the newspaper market competition.This topics has the important practical significance.Aimed at providing basis for newspaper shaping their image, and increasenewspapers their image-shaping ability, paper based on the newspaper media imageAD as the research object, and the core value of the Ads as the junction, seeking therelationship between the newspaper characteristics and its media image AD choices.This paper mainly using content analysis method, it through collection andclassification newspaper media image AD cases to seek one rule is. The mainachievements are:1. Through the explanation for concept further support to the professorLuanYiMei’s partition of "media image" and "media brand".2. Through analysis the newspaper media image AD cases by using statisticalmethods getting the following conclusions.(1) Newspaper media Ads take"emotional appeal" as the core value in the greatest number.(2) Large Partynewspapers tend to use "pursue perfection" as the core value appeal of theirimage Ads, to highlight their seriousness and authority, and some places’ Partynewspapers tend to highlight their service function and use the "emotionalappeal" as the core value appeal.(3) More than half of the comprehensive citynewspaper using "emotional appeal" to expand the number of readers.(4)Economic newspapers is the typical professional newspaper media. Influencedby the competition between professional newspapers, most of them pay moreattention to the practicability, and chose "value emphasis" as their Ads corevalue appeal.3. The newspaper media image AD features in different development stages ofmedia is discussed in this paper.The innovation of this paper lies in:(1) During analysis the cases of newspapermedia image Ads, based on the seven basic kind of value appeals, this paper proposed "comprehensive appeal", which means in one newspaper media image AD exists twoor more value appeal.(2) Through analyzing the data, we found that some professionalnewspapers who aimed at professional crowd not take "mass location" but take"personality advertise" as the core value.