The Study On The Textile Advertisement Of China In Late Qing Dynasty And Republic Period

The Textile Advertisement of China in Late Qing Dynasty and Republic Period was the result of the competiions in the textile enterprises, whose developments and changes showed the development of the modern textile enterprises. This study is meaningful to the enrichment and supplement of the Advertisement History. Nevertheless, this kind of research, intervenient the Modern Textile History, the Advertisement History and the Advertisement , was ignored by the academia. This study is based on the genesis background and development of the Advertisement, by using the theories of the Advertisement , which analyzes some character of the Textile Advertisement in Late Qing Dynasty and Republic Period at the advertisement media, the advertisement language, the advertisement vision, to present some key points and methods of market localization and sales strategy of the modern textile enterprises. It will revelatory to the research of the commodity circulations.Structurally, this study is composed by consolidated and assoeted contents. It studied unitively the genesis and development of the Textile Advertisement in Late Qing Dynasty and Republic Period; and then analyzed and compared the individual characters of the advertisement media, the advertisement language, the advertisement vision after specified and sorted. Total are seven chapters.First chapter: it helps the deep reseach by defining this study, professional words and research methods.Second chapter: it studies the historial genesis background of the Textile Advertisement of China in Late Qing Dynasty and Republic Period from the development of the textile enterprises and the development of the modern Chinese advertisement.Third chapter: it presents the trend and character of the Textile Advertisement by caculating and comparing its total and periodical quantity on the newspaper from how the modern enterprises regarding advertisement effect and using it properly.Fourth chapter: it summarizes how and why the modern enterprises chose the advertisement media by researching their advertisement media and comparing the media's character physically and documentarily.Fifth chapter: it generalizes the character at the advertisement effect by analyzing the advertisement language of the textile advertisement.Sixth chapter: it compares all the vision structure's differences at the expressive intensities. It concludes the emphases and factors at the advertisement information's communication of the modern advertisement enterprises.The last chapter: it concludes from the above studies: the textile advertisement of China in Late Qing Dynasty and Republic Period passed through the climax phase of the development at 30's of 20^th century, whether the media receptionist is the target consumer or not influenced their media selection; female consumers are the key selection points the advertisement media, the advertisement language, the advertisement vision.