Advertising firstly appeared in Bangkok Recorder the first Thai newspaper, in 1865. Newspaper is an important advertising media which is still available. We can therefore see the advertising work in various periods, from the very first time to the present day.Advertising normally reflects the development of new technologies introduced into Thai society. The form and content as well as the language of the advertising in Thai newspaper have therefore been developed accordingly. Objectives of this research are : 1. To study the development of advertising work in Thai newspaper in various periods, both verbal and non-verbal. 2. To final out the difference of advertising work of the past up that of the present time. 3. To collect and publicize the advertising work of various periods in Thai newspaper. This research is a documentary research using advertising work from 47 newspaper titles. It has been found that development of advertising Thai newspaper can be mentioned in terms of 8 periods. 1. The period of allletters (1844-1907) 2. The period of letters with some small pictures (1910-1924) 3. The period of artistically devised headings and advertising frame (1924-1927) 4. The period of photographs, neat line drawing and slogans (1928-1940) 5. The period of Thai writing reformations (1943) 6. The period of comic stripes (1947-1950) 7. The period before the present time ; the period of photographs and trade marks, brand, etc. (1957-1976) 8. The present period: the period of all techniques purporting to attract readers' attention (1977-1984). The essential characteristics of advertising language can be concluded as follows: Non-verbal or structure of the advertising form: 1. From all letters to nearly all pictures.Advertising in the newspaper started off with only letters and go on to letters with small pictures, and to large picture of two full pages emphasizing on the importance of pictures more than letters. 2. The lay out form of advertising started off with simply style of using words written in order. Later pictures are gradually artistically arranged. 3. Pictured used in advertising started off with picture drawing, line drawings, and go on to photographs, to comic strips. They are firstly pictured of people, goods and later pictures of other things that attract people's attention. 4. The space for advertising in the newspaper. Around 1907. It is preferred to have the advertising of a full page in page 1 in many newspaper at that time. This is not found in other periods. A good example is Chino Simawarasap, with advertising space more than other newspaper. That is 68.3 percent. 5. Kinds of goods advertised started off with basic goods in daily life such as drug. This is very popular and so later on the advertising is extended to luxurious goods and entertainments such as cosmetics, drinks, films etc..Verbal or expressions used in advertising: 1. The written language started off long sentences containing unimportant words. Then it developed to different styles of usage and being short, impact, and attractive with colloquial and colorful speech. 2. The slogan used started around 1827 with long and unrhymed slogan, it kept on developing until now becomes an essential part in advertising. Slogan now mostly used short expressions simple and easy-to-remembers.3 . techniques in using words and expressions for advertising started off with common expression which are simple and direct for all kinds of goods. Now it becomes more tactic in using appropriate words and expression for particular goods.
SUBJECT
โฆษณาทางหนังสือพิมพ์ -- ไทย
ภาษาไทย -- การใช้ภาษา
หนังสือพิมพ์ไทย
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Central Library : Stack (Contact Staff)
659.132 อ835ร 2530
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Central Library : Stack (Contact Staff)
659.132 อ835ร 2530
CHECK SHELVES
Central Library : Stack (Contact Staff)
659.132 อ835ร 2530
CHECK SHELVES
Central Library : Stack (Contact Staff)
659.132 อ835ร 2530
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Communication Arts Library : Research Collection
659.1 อ45ว
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Communication Arts Library : Research Collection
659.1 อ45ว
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Architecture Library (Quiet Zone)
070 อ835ว
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Scientific and Technological Research Equipment Centre Library : Government Publication
