Research On The Advertisements Of Paper Tapes Of Books

The paper tape of books,originated in Japan,is a text introduction resembling the belt in appearance attached to the middle of the book.As a type of book advertisement,it is the product of art and commerce.It was subsequently introduced to South Korea and prevailed in Hong Kong and Taiwan in China.It became popular in the book market of mainland China in the 1990 s,and became a new fashion of book publishing.Due to publishers' excessive use of paper tapes of books,a wave of "anti paper tapes of books" has been set off on the Internet.And the advertising of paper tapes of books has also been questioned by most consumers and even people in the publishing industry.Nowadays,the advertisement of paper tapes of books is a common propaganda method of publishing institutions.This article compares book girdle advertising in Mainland China,Hong Kong,Taiwan and Japan,and analyzes the commercial marketing value,spiritual cultural value and aesthetic art value of girdle advertising.Investigate consumers' attitudes toward waistband advertising,use usage and satisfaction theory and rational behavior theory,and explore the spread and psychological effects of book waistband advertising.On this basis,grasp the development status and main problems of book waist seal advertising,and put forward development suggestions for publishers to design and produce waist seal advertising,improve reference.This article mainly uses questionnaire survey methods and data analysis methods.By visiting the market and sending out questionnaires,the author understands consumers' attitudes towards advertisements of paper tapes of books from three aspects of design,advertisement contents and function of paper tapes of books,and investigates the factors influencing the effect of advertisements of paper tapes of books from their communication effect and psychological effect.Finally,the data are displayed clearly and intuitively in the form of pie chart,line chart,table,etc.,which ensures the objectivity and rationality of the research process to the greatest extent.and put forward suggestions for the development of girdle advertising.