Research On Chinese Contemporary Bookmedia Advertisement

In recent years, that book as a media for commercial advertising has been a hot issue in the industry due to the adjustment of the national policy, the change of publishes environment and people’s concept. Actually, in western developed countries, Japan, Korea, also in Hong Kong and Taiwan, it has been a trendency that book become media for advertising, which also achieved most people’s recognition. In Chinese mainland area the issue that whether ads should be published on books remains a dispute among educational circles and industry. The skeptics hold the opinion that let books be commercial channels for profits, which will pollute the pure land of culture.In fact, the emergency of book media advertising fill in the gap between publication and advertising, providing a new developing method for advertising industry. At present, the research of book media in academic circles and industry is scattered. There is only little completely study on it. So there remains a wide space to discuss it.This paper will be established in the domestic and overseas research of "book media advertises", depending on correlation theories of communication, editing, publishing science, and advertisement science. A mass of literature and case studies will be adopted for the research, and to present the study of book media more comprehensive and systematic by hard working. This paper will be divided into5chapters. The first chapter is the introduction, which will talk about the purpose and methods of this research, and the current situation at home and abroad. The second chapter is an overview of book media advertising. It will have an analysis of its conception, media properties and characteristics. The third chapter will mainly talk about these three aspects, which are the operation mode, operating process and development difficulties of the book media advertising. The current situation and development patterns of the issue will be mainly discussed in this part. In the forth chapter, some optimizing strategy will be given to solve the development difficulties of the book media advertising. The fifth chapter will put forward some new thoughts to the development of the book media advertising.