解嚴前《臺灣教會公報》廣告之研究;A Study on the Advertisement of Taiwan Church Communique before Post-Martial Law Period

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Title:	解嚴前《臺灣教會公報》廣告之研究;A Study on the Advertisement of Taiwan Church Communique before Post-Martial Law Period
Authors:	朱志展;Chu, Chih-Chan
Contributors:	歷史研究所
Keywords:	臺灣基督長老教會;醫療傳教;商業廣告;宗教印刷品;Presbyterian Church;Medical Mission;Commercial Advertisement;religious print
Date:	2020-07-29
Issue Date:	2020-09-02 19:07:40 (UTC+8)
Publisher:	國立中央大學
Abstract:	本文針對解嚴前臺灣基督長老教會（下稱長老教會）所發行的《臺灣教會公報》（下稱教會報）曾刊登過的廣告做為研究對象，從中探討廣告在教會報裡所扮演的角色。長老教會為能夠將各教會進行串聯，傳遞彼此間的訊息而創立教會報。教會報的內容還包括時事新聞、教眾事蹟介紹、福音故事與廣告，這是一份封閉性教會內部的報紙，所以最初在教會報出現的廣告屬於非商業性質，如喜喪事以及宗教印刷刊物。後來因為歐戰爆發與經濟大蕭條，使英國母會因奉獻銳減，導致對臺灣長老教會的支援減少，教會報的營運也陷入困境，因此1932年5月開始增設具商業色彩的廣告，一方面可以藉由廣告刊登來收取刊登費用來補貼公報社支出，另一方面讓各行各業的教徒藉廣告宣傳產品，服務教會內部弟兄，因此產品較臺灣傳統產品具有西方色彩，如在飲食上有西式甜點以及殯葬上的棺木偏西式較薄等。由上可知教會報裡的廣告呈現出最初單純的宗教目的以及因環境的改變而加入了商業色彩。而在這些商業色彩又是怎樣的保有宗教色彩？這些又是如何與長老教會息息相關？這是本論文所要探討的話題。 ;This paper discuss the advertisement on official newspaper of Presbyterian Church in Taiwan. It′s a communicates with each other in a local church closed newspaper, the reader is mainly a missionary. So first we look at the purpose of advertising, then we look at the type of advertising. There have 2 kind of advertisement on the paper: religious print and commodity promotion. Besides religious publications, there have been many kinds of advertisements for commodities, such as medical care, drug trafficking, and various consumer goods. The period under discussion is limited to 1987, study the relationship between church newspaper and social change in Taiwan.
Appears in Collections:	[Graduate Institute of History ] Electronic Thesis & Dissertation

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