The Research Of "Image Advertising" In People’s Daily From 1995 To 2004

During the "golden decades" of the printed media’s rapid development, from 1995 to 2004, image advertising (also called blind advertising) filled in every pages of all levels of newspapers. This kind of literature carrier has dual characteristics of both "news" and "advertisement", which damages the truth of the news communication and the credibility of media. At the end of October in 2003, the activity of "Three Items’ Learning and Education" was developed in all departments all over the country gradually. Focusing on the Party and the nation’s overall work, press units organized journalists devote to the activities in many ways. Three central media, People’s Daily、 Guangming Daily and Economic Daily, had published the related notice in May,2004. They decided to cancel the image ads’publishing, implement the activity of "Three Items’ Learning and Education" and play an exemplary role for the nationwide press to purify the news pages and shape good images.Since the new century, IT has rapidly developed while internet has been popularized nationwide. In recent years, new medias, such as mobile clients, are becoming an important part of people’s lives. Printed media, the traditional mainstay of media industry, facing a danger of gradual decline and a fierce competition with the new media. Therefore, in order to increase issuing volume, they must solidify their market positions and find a new way towards development. Part of the media again put image ads on the newspapers again, in an attempt to realize a win-win situation with advertisers through the publicity of enterprise image.In order to research the renaissance of image ads under the background of new media, this thesis takes the People’s Daily from 1995 to 2004 as a research object, gives a classified analysis of previously published papers on image advertising in the past ten years. It portrays the development path of this carrier from the aspects of its features, types and narration techniques. It also explores the relationship between image advertising and news media, advertisers and readers. This thesis can be divided into four parts:The 1st chapter describes image advertising in an integrated way, and gives its definition, features and types; the 2nd chapter gives detailed analysis over the research target in terms of statistics and expressive forms, and gives case studies before come to conclusions; the 3rd chapter expands on the current situation of image advertising, taking media credibility into consideration; and the 4th chapter points out the control methods and development path of image ads on newspaper. Finally, this thesis comes to a conclusion that: Today, new media are undergoing fast development. Readers have very simple need for news and loathe advertisements, which make image ads difficult to develop. In order to reduce image ads and make the news prominent on the pages, we shall try to improve image advertising, which is a complicated task that will take a very long time to achieve.