A Research Of Books Advertisements On Shenpao In Early Times Of The Public Of China, 1912-1917

This paper took the news paper Shenpao as an example to mirror that how the publishing companies and organizations use characters and symbols to reach sell aims in early times of the Public of China (PC). It represented the complicated progress of book broadcasting and the map of cultures market. It tried to find out the keys to these problems that who did published the books, what kinds of books did they publish, in what ways did they use to move readers, and what kinds of needs and social status in the progress of book broadcasting reflected?Chapter one reflected a panorama of books advertisements on Shenpao in early times of PC. Shenpao is a news paper with long history in modern China. Shenpao, witch had the largest circulation, was favored and high evaluated by kinds of readers especially clerisy in early times of PC. So, the publishers attached much importance to the power of advertisements on it, and published book advertisements on it. That was why Shenpao had been the "weatherglass" of publishing industry in early times of PC. Generally, most of the book advertisements on Shenpao used characters rather than pictures. By characters, the publishers broadcasted news of books, defined the copy rights, reported promotion news, and so on. To analyze the characters of the advertisements number, this paper found that it boomed in peace times but declined quickly in wars.Chapter two researched the publisher of advertisements on Shenpao. There were a lot of publish companies and organizations, but most of then were private-ran companies. Some medium and large sized publishing companies or organizations founded their own publish department, but it was dependent. It sold books of their own as well as others deals. For other small companies or organizations, they had no enough manpower or financial abilities for book sells, so they made other book stores sell publications for then, or made the author sell did it by themselves.Chapter three analyzed some aspects of book markets in early times of PC. At that time, the books of "Jin Shi Zi Ji" were declined, but books on topic of natural science or social science were rarely seen. Most of then were textbooks, or about fictions, law, and politics. Textbooks were prepared for students in so called new schools, especially elementary school students. And, there are a lot of English books in markets. While the readers of law and politics books were comparatively wider. They included government officers, law-officers, teachers, and the students preparing for government officers' exams. To take more attention to the characters of the market, this paper found that books on law and politics in this period were collections of laws, rather than academic research books.Chapter four analyzed the channels of books broadcasting. In order to sell books, the publication companies and organizations made kinds of advertisement words with powerful rallying points. Seen from the expression ways, the conception of republic was deeply accepted while the conception saving the quintessence of a country couldn't inspire the demands. The radical words were welcomed but it had to allege that their thoughts were pure in order to avoid the government's check. In order to bit the opponents, some publication companies and organizations disseminated nationalism thoughts to change the working ways of the opponents. So, the nationalism discourse was powerful. At the same time, this paper founded that in the eyes of readers, it was readable if the book was written by famous authors. The readers took importance to the practical values, and they also read leisure books when free but the outlays were important.In the last chapter, there made a conclusion. In early times of the Public of China, the city of Shanghai was in a progress of urbanization, so the restriction of tradition was exist. Although the imperial examinations were abolished, the mind searching after the fames was unable to be removed. In the atmosphere of pursuing practicality, the leisure books which were interesting were hot. Although the western science had highly status in people's mind, it was a fuzzy definition. There wasn't come a movement of civilization rebuild until the day student abroad came back home from Europe and America.