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本刊发表周丽玲《略论报纸广告编辑》一文,实际上带有希望进一步探讨的性质。一位评审专家在匿名审读该文后指出:作者强调要“在版面安排上,突破原有的新闻编辑与广告之间泾渭分明的界限,不拘一格,进行提高广告传播效果的有益尝试”,如果光是从发挥广告传播效果来看,自然是很有道理的,但是有没有考虑过广告会对新闻造成冲击与伤害的问题?这可以说是一语中的的批评意见。解放前的商业报纸,着眼于广告的经济效益,为了突出广告,往往将新闻置于从属的地位。广告多时,四周都是广告,只中间一小块新闻,俗称“四面靠水”,也有为使广告显眼,四周都是新闻,中间插进广告,称为“中心开花”。无论哪一种方式,都遭到新闻工作者的反对和抨击。周丽玲文章中提到的获日本电通广告奖的范例无糖百事可乐广告,实际上就是当年新闻界人士曾激烈反对的“中心开花”版面。报纸版面究竟应该突出新闻还是广告,或者在何种条件下应突出广告,什么情况下该突出新闻,似乎都有进一步深入探讨的必要,欢迎有兴趣的读者深入思考。
The publication of Zhou Liling “a little newspaper ad editor” article, in fact, with the hope of further exploration of the nature. After reviewing the article anonymously, one reviewing expert pointed out: “The author emphasizes that it is” a beneficial attempt to break the boundaries between the original news editors and advertisements in a layout and to stick to one pattern and to improve the effectiveness of advertising, “if From the point of view of the effect of advertising, it is only natural that there is a lot of justification. However, have you considered the issue of the impact that advertisements may have on the news? This is a criticism in the article. Before the liberation of the commercial newspaper, focusing on the economic benefits of advertising, in order to highlight the ads, often the news on the subordinate position. Advertising for many hours, surrounded by advertisements, only a small piece of news in the middle, commonly known as ”surrounded by water“, but also to make the conspicuous ads, surrounded by news, inserted in the middle of advertising, known as the ”center of flowering.“ Either way, it has been opposed and criticized by journalists. An example Sugimoto Pepsi-Cola advertisement mentioned in Zhou’s article mentioned in the essay was actually a ”center flowering" page which the press had fiercely opposed. Whether the newspapers should highlight news or advertisements, or under what conditions should highlight the ads, under which circumstances the prominent news, it seems there is a need for further in-depth discussions, interested readers are welcome to think in depth.