Advertisement Research Of Zhonghua Book Company In Changsha's Ta Kung Pao(1917-1927)

During the period of the Republic of China,cultural thoughts were changing rapidly,and the book publishing industry was highly competitive.In order to gain an advantageous position in the competition,major publishing organizations used all their means.Among them,advertising was one of their important means to gain a competitive advantage.As an important part of the publishing industry in the Republic of China,Zhonghua Book Company has invested a lot of energy and financial resources in advertising.Since its inception in Changsha,Zhonghua Book Company has chosen to publish advertisements in Changsha 's Ta Kung Pao.These advertisements have made important contributions to the development of China Book Company and have witnessed the growth and changes of China Book Company.Through the analysis of the advertisements published between January 1,1917 and March 1,1927,it was found that the changes in the number of advertisements published by the Zhonghua Book Company in Changsha's "Ta Kung Pao" are closely related to its own development.Except for the sharp decrease in the number of advertisements during the crisis,the number of publications and layout of the rest of the time are relatively stable.The advertising form is constantly enriched.On the one hand,it is reflected in the change of the title form,such as the change of font and the addition of elements such as borders and patterns;on the other hand,it is reflected in the change of the advertising composition,such as adjusting the layout composition through horizontal lines,shapes,illustrations,etc.Increasingly sophisticated forms of advertising have increased the visual appeal of advertisements,and have attracted the attention of readers.The advertising appeal mainly includes four aspects,namely,highlighting the authority,displaying the identity of domestic products,implying high quality and low price,and emphasizing product quality.The advertising performance is mainly based on four methods: pattern promotion,pseudo-science popularization,resorting to use scenarios to trigger association,and continuous and repeated release.Rich advertising forms and strategic advertising ideas continue to stimulate the consumer psychology of the audience and affect consumers' decision-making.As one of the important means of business competition,the advertising of Zhonghua Book Company not only drives sales,but also establishes a responsible brand image and promotes the development and operation of publishing organizations themselves.At the same time,advertising also affects the value orientation andlifestyle of the audience,and guides readers through the "agenda setting" reading direction,creating a cultural consumption atmosphere and cultural entertainment space.In addition,a large number of textbooks,educational periodicals,educational series,and advertisements with correspondence schools have provided some help for the development of modern education.Zhonghua Book Company makes reasonable use of the development strength of publishing organizations,continuously expands the types and scale of books,and at the same time uses creative advertising in the mass media for publicity.This incentive market competition behavior has enhanced the publication operators' awareness of books and periodicals,promoted the growth of enterprises,and also brought a profound impetus to the development of social culture.