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Advertising Contents of People’s Daily (2006-2016) and Their Value Orientations
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History
Newspapers
Abstract
This article takes the advertisements on People’s Daily from 2006 to 2016 as the research object and analyzes the contents of 242 advertisements from 140 issues. The study finds out the composition and geographical distribution of the newspaper’s advertisers have been changing during the ten years. Governments and public institutions are gradually outnumbering other advertisers and continuing to widen the gap. While advertisers in East China still make up more than 50% of the total, there is a growing number of advertisers from West China. Moreover, the identity and geographical origin of the advertisers directly affect their decisions on the types of their advertisements, whereas the value orientations of these advertisements are directly correlated with the advertisers’ geographical origin.
First & Corresponding Author
Peihong Xie, Peking University
Authors in the order to be printed.
Xie Peihong