A Research Of Book Advertisement On The Xinmin Series Newspaper

Xinmin Series Newspaper is the important publication of reformists before the Revolution of 1911,In 1902, founded by Liang Qichao in yokohama, Japan,closed in 1907,over six years. During these period,Chinese social change is very intense,and social political, economic and cultural viewpoint presents a new era of the situation. As an important journals in critical period, Xinmin Series Newspaper stands with reformers led by Kang Youwei, and Liang Qichao, they tried to introduce advanced western theory and promote reform thoughts on the occasion of the doctrine of national peril. A systematic study of the Xinmin Series Newspaper book advertisements has profound significance academically, culturally and practically. This paper consists of six parts. In order to see a segment of a whole, it particularly analyses the Xinmin Series Newspaper book advertisements from backgrounds, content, skills,characteristics,value and influences six aspects, taking advantages of the theories in publishing science, communication science, advertisement science, advertising communication science and history.There are six chapters in this paper,in the introduction part of the paper mainly states the significance and innovation of the selected topic, and reviews the domestic research status.Finally,illustrates the five research methods used in this research. Chapter one analyses its booming backgrounds from "economic", "book industry", "political", "culture",and "book industry" four dimensions.Chapter two classifies its advertising content on a macro level, namely "publishing information", "book content characteristics", "market preheating", "contributions soliciting" and "press advertising". Each part is fully categorized and demonstrated. Chapter three based on the theories in relevant subjects, puts forward four advertising skills. They are "elegant and graceful language", "layout flexible, primary and secondary distinct ", "celebrity advertising skills", "repeated appeals", "stimulation skills" and "copyright protection skills". In this way, its promotion skills are executed superbly.The chapter four is the key chapter of the article,also personalized place in Xinmin Series Newspaper books advertisement. from the perspective of "narration", "content" and "marketing model", it highly summarizes the characteristics of the Xinmin Series Newspaper book advertisement and link it closely with the rules of communication activity. The chapter five also the sublimation part of the article,summarizes the four points of the value,namely "economic value", "cultural value", "brand value" and "historical value". Lastly, it reveals some enlightenment to today’s modern book industry, which is of great realistic significance.