A Study Of The Russian Alarming News And The Alarm Bell Daily's Advertisements

The Russian Alarming News and The Alarm Bell Daily are two representative bourgeois revolutionary newspaper in the early 20th century. Advertisement is one of the important contents of these two types of newspaper, which has rarely researched in the academic circle.During the early 20th century, taking full advantage of advertisement's speedy, efficient and innovative function of information transmission, bourgeois revolutionists strongly advocated"resisting foreign aggression, restoring Chinese sovereignty"and"anti-Manzhou through revolution". Through advertising for the patriotic associations , the revolutionary newspaper and the books exposing the Western powers aggression ambition, the revolutionists revealed the urgency of resisting foreign aggression to the public, exposed the Qing Dynasty's autocracy decay and cruelty and discovered the counter-Qing theory from the traditional culture. They also advocated the necessity of overthrowing the Qing Dynasty violently, and practicing Western democracy in China.In the process of publicizing the idea of resisting foreign aggression, restoring Chinese sovereignty and anti-Manzhou through revolution, the revolutionists realized that the common people had no country nationality idea and were indifferent to the country and nationality's peril. And the only way to resist foreign aggression and overthrow the Qing Dynasty was to awake the whole nation to deal with the crisis. These two newspaper pointed out the reason of these national numbness and ignorance was that the masses were relatively uneducated, therefore they must be educated and inspired to join in the trend of saving the nation from the crisis. The intense political character and the political orientation were the most noticeable characteristics of the advertisements of these two types of newspaper.With the development of the commodity economy, the influence of Western idea, the impetus of new polices in late Qing, and for its own development, the type and nature of the advertisements changed accordingly. Advertisements reflecting commerce and the masses'life appeared on the newspaper, which to some extent showed some new change of the consumption concept, spiritual and cultural life and information transmission way of the masses.Along with the social development, the idea of running newspaper and operating advertisement also changed. The flexible use of memory strategy, the innovation of layout design, the enhancement of copyright consciousness and the adoption of commercial operation, to some certain extent manifested the commercialization operation characteristic of modern newspaper. However, two newspaper's advertisement was slow in distribution, lacking in creativity in manufacture method and advertisement performance like language, design, color, picture, which to some certain extent also reflected the characteristic of modern publication media in the initial development period.